БЕЛОРУССКИЙ ГОСУДАРСТВЕННЫЙ УНИВЕРСИТЕТ
Кафедра английского языка гуманитарных факультетов
ENGLISH FOR OFFICE WORK
Student’s Resource and Activity Manual
МИНСК
2008
УДК
ББК
Авторы:
М. И. Нечаева, С. В. Воробьева, О. Б. Тесевич,
Л. Н. Туманова, Н. А. Красуцкая
Утверждено на заседании
кафедры английского языка гуманитарных факультетов
27 сентября 2007 г., протокол № 1
Рецензенты:
Кандидат филологических наук, доцент А. И. Долгорукова
Кандидат филологических наук, доцент Н. А. Курило
Английский язык для работы в офисе = English for Office Work. Student’s Resource and Activity Manual : практикум для самостоятельной работы студентов по спец. «Документоведение» / С. В. Воробьева [и др.];
под общ. ред. С.В.Воробьевой, М.И. Нечаевой. – Минск : БГУ, 2008. –
128 с.
Практикум является частью учебно-методического комплекса по английскому
языку для студентов специальности «Документоведение» и включает материалы и
методические рекомендации по внеаудиторной самостоятельной работе. Он построен
по модульному принципу, где каждый модуль обобщает несколько тематических
разделов учебно-методического пособия «English for Office Work”. Методика подачи
материала способствует развитию навыков самостоятельной работы студентов с
профессионально ориентированным текстом.
УДК
ББК
© БГУ, 2008
ПРЕДИСЛОВИЕ
Практикум по контролируемой самостоятельной работе (КСР) студентов являются одним из важнейших компонентов УМК по английскому языку для студентов специальности документоведение. Наряду с базовым учебником профессионально-ориентированного характера, терминологическим словарем, а также методическими рекомендациями для
преподавателей они входят в число обязательных элементов УМК, способных интенсифицировать учебный процесс по иностранному языку и
разнообразить традиционные формы его проведения.
Практикум по КСР составлен в соответствии с требованиями «Программы по английскому языку для студентов высших учебных заведений
неязыковых специальностей», которая определяет главную цель обучения как «формирование умения самостоятельно читать литературу по
специальности с целью извлечения информации из иноязычных источников».
Актуальность издания данного практикума обусловлена увеличением
удельного веса КСР в учебном процессе по иностранным языкам (до
20%) и связанной с этим необходимостью методического обеспечения
данного направления учебной деятельности. КСР предполагает планируемую внеаудиторную работу студентов, которая выполняется по заданию и при методическом руководстве преподавателя. Следовательно,
учебное пособие является своего рода информационным ресурсом, путеводителем самостоятельной деятельности студентов. Оно позволяет создать не только новые формы языковой подготовки специалиста, связанные с умением самостоятельно добывать знания, но и помогает обучаемым формировать свои образовательные программы в целом и самостоятельно их реализовывать (является резервом формирования интереса к
познавательной деятельности в целом).
Практикум состоит из пяти модулей, соответствующих пяти разделам
базового учебника. Работа над изданием распределялась следующим образом: модуль Office Work подготовила Н.А.Красуцкая, Correspondence –
С.В.Воробьева, Business – М.И.Нечаева, Finance – О.Б.Тесевич, Trade –
Л.Н.Туманова.
Модули структурно однотипны, что формирует у студентов навыки рационального труда и делает самостоятельную работу более понятной и системной. Каждый модуль включает разделы Vocabulary Focus, Evaluating
Through Reading, Targeting Grammar, Evaluating Through Listening, Evaluating Through Writing, Project, Problem Issues.
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Раздел Vocabulary Focus содержит упражнения на повторение и закрепление лексики по изучаемым темам. Студентам объясняются различные способы систематизации и запоминания словарного материала.
Тексты для чтения предназначены для формирования речевых навыков по заданной теме. Тематика текстов, подобранных из оригинальных
источников, дает возможность повысить общеобразовательный и профессиональный уровень студентов.
Грамматические упражнения позволяют систематизировать знания и
строятся на специальной терминологической лексике. Это обеспечивает
более высокий уровень овладения как грамматическим, так и лексическим материалом.
Аутентичные материалы для аудирования помогают развить навыки
понимания иноязычной речи на слух, что способствует формированию
таких коммуникативных умений, как то: спонтанное реагирование на речевой стимул, определение и исправление ошибок на слух, запоминание
и воспроизведение отрывков иноязычной речи.
Раздел Evaluating Through Writing направлен на развитие навыков письменной речи. Каждый модуль содержит рекомендации по определенному
виду продуцирования письменного текста.
Задания раздела Project нацелены на то, чтобы обучить студентов работать совместно, в группе или паре, анализировать итоги своей работы,
создать условия для активной познавательной и речевой деятельности.
Проект – самостоятельно планируемая и реализуемая студентами работа,
в которой речевое общение вплетено в интеллектуально-эмоциональный
контекст другой деятельности.
Раздел Problem Issues предполагает итоговое обсуждение вопросов,
рассматриваемых в модуле. Его цель – обобщение пройденного материала.
Практикум по контролируемой самостоятельной работе предполагает
поиск и использование библиотечных научно-образовательных и информационных ресурсов (в том числе электронных), что также стимулирует
самостоятельную учебную деятельность студентов.
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Learning Strategies
When you learn a language, your teacher and your textbook can help you,
but if you want to learn a language well, you must also help yourself. There
are some useful learning strategies that you can use.
Learning Vocabulary
You are under enormous pressure to learn huge amounts of vocabulary.
But don’t try to learn long lists by heart, this is hardly the most efficient approach to the problem. The golden rule is to do lots or revision at regular intervals. One of the ways in which vocabulary is stored in the brain is by related groups. Words which have some kind of connection are kept together in
the brain. Secondly, you should concentrate on words with the highest frequency. When you come across a word in your reading you don’t understand,
you can often figure out its meaning from the context, but sometimes this isn’t
possible. Then you should use a dictionary. A dictionary is a useful learning
tool. The more words you understand, the more effective your study will be.
You should also take every opportunity to use the words in communication – there is considerable psychological evidence that learners who like using the foreign language improve their oral performance and their overall acquisition of the language much more rapidly than those who are reluctant to
practice the language in real situation.
Acquiring Information Through Reading
Understanding and remembering what you read is essential for effective
learning. Begin any reading assignment by getting a general idea of what the
material is about. You can usually do this by reading the titles and the main
headings.
Skimming. You skim a reading selection to get a general idea of its content. Follow these steps when skimming:
1. Red the title of the selection.
2. Read the first two or three paragraphs. Introductory paragraphs usually
preview the content of a selection.
3. Read the first and last sentences of all other paragraphs.
4. Read headings and notice the words that are being introduced.
Scanning. The purpose of scanning is different from that of skimming.
You scan to find specific information. Scanning is often used to find answers
to review questions. Look for key words or phrases as you glance down the
page of the reading selection. Use section titles, headings. First and last sentences of paragraphs will help you find the information you are looking for.
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Taking notes. Taking good notes will help you identify and remember the
main ideas in reading assignment. If you follow these suggestions, you will
find you are taking better notes:
a. Read through each passage before you take notes. To be sure you understand what is important in each passage, read through it before writing anything down.
b. Write down only main ideas and the most important information. Taking notes is picking out main ideas from supporting details. Watch for words
and phrases that signal main points. Examples are: first, finally, most important and the causes of.
c. Use drawings or diagrams to show cause and effect or to show relationships.
d. Write notes in a shortened form, using abbreviations and symbols. Because you are taking notes for your own use, you need not use complete sentences or even complete words.
e. Review your notes. Within a few days after you take notes on an assignment, review them to make sure you understand them.
Targeting Grammar
Grammar helps to become proficient in the language. The knowledge of
grammar is especially essential for accurate translation of special texts and
documents. You should study the grammatical system of the English language, don’t try to transfer constructions from your native language to English. The Grammar sections are designed to cover the main problem areas of
English Grammar that cause difficulties.
Evaluating Through Listening
Listening to the recordings will provide you with an opportunity to hear
native speakers. You will need to hear each recording at least twice to extract
all the required information. Sometimes you may need to hear the recording
more than twice. Sometimes you may need to pause the tape frequently and
play certain sections again. It is essential for you to realize that you don’t have
to be able to understand every single word. Generally, you should concentrate
on what the speakers are trying to say and the information they are communicating, not the actual word they are using. The tasks are designed to help you
to develop skills in finding the important information in the recording.
Evaluating Through Writing
Even if your future plans don’t include becoming the next Shakespeare or
Hemingway, writing is one of the most valuable skills you’ll ever learn. No
matter what career you decide on, you’ll need to be able to express yourself
clearly. Here are five ways to improve your writing.
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1. Learn the rules of grammar, spelling and punctuation. The more you learn
about the basic foundations of writing, the easier the writing process will
be.
2. Before you start writing, write down a sentence or two that identifies exactly what you’re trying to tell about or say.
3. Use plain, clear language whenever possible. It’s more important to make
sure readers understand your meaning than to impress them with your vocabulary.
4. Read your finished draft with a critical eye, marking changes to make later.
If possible, ask a friend to read it and make comments too. This fed back
will help you to avoid embarrassing mistakes.
5. Use reference tools. Keep a dictionary or thesaurus handy to check up
words and check spelling. There are a lot of good writing resources on the
Internet, too. Find your favourites and use them often.
Project
Work on the project implies the following stages:
1. Choose a theme, raise problems and set purposes.
2. Define your end-product and the form of its presentation: an oral or written
report, brochure, booklet, table, diagram. Decide whether it will be a collective, individual or pair presentation.
3. Decide what language material is necessary for performance of the project.
4. Gather information and process the collected data. Read and analyze various references, carry out interviews, polls.
5. Present your end-product to the class.
6. Discuss the strong and weak points of the project.
Follow these strategies. Success attends you!
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MODULE 1____________________________________________
Self-study material for Units I – III (Office Work) from the textbook.
JOB HUNTING
IN THE OFFICE
RECORDS MANAGEMENT
VOCABULARY FOCUS
Ex. 1. Make sentences with the active vocabulary. Create a sentence for the
each word given.
Fill in an application form (cover letter) – fill in a written request;
Employer – a boss, manager; employment – the state of being employed;
Unemployed – not having a job;
Draft – the first rough and incomplete form of something written;
Layout – the way in which printed matter is set out on paper;
CV – a short written account of a person’s education and past employment,
used esp. when they are looking for a new job;
Sack/ dismiss – remove from a job;
Disability – a handicap;
Record – the recorded facts about the past performance of a person;
Highlight - to pick out (something) as an important part; throw attention onto;
Apply for – to request something, esp. officially and in writing;
Salutation – a word or phrase at the beginning of a letter;
Supplementary information – additional information;
Relevant to the job – having practical value and importance to a particular
profession;
Degree – a title given by a university to a student who has completed a course
of study;
Skills of interpersonal communication – ability to socialize;
Reference – a piece of written information about someone’s character, ability,
esp. when they are looking for employment;
Be available on request – be present when needed;
Arrangement – something that has been settled or agreed on; agreement;
Promote – give a rise; promotion – a rise;
Voluntary work – acting or done without payment; supported by people who
give their money, services of their own free will;
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Flexibility – the ability to change for changes to be suitable for new needs,
changed conditions;
Adaptability – ability to change so as to be suitable for new needs, different
conditions;
Cope with pressure – to deal successfully with difficulties;
Deadline – a date or time before which something must be done or completed;
Negotiable wage level – level of a salary able to be settled by being negotiated;
Be unavoidably delayed – be moved to a later time out of circumstances;
Competency in key areas of the job – knowledge of the main job requirements;
Recruitment methods – strategies of employing personnel;
Aptitude tests – tests checking applicants’ skills and abilities.
There are different ways to store, remember and extend your vocabulary.
Crossword is one of them. Crossword is a useful way to identify gaps in your
vocabulary and to guess the words using the given explanation. Crossword
helps to find a word in your memory by knowing only its opening, closing or
middle letter.
Ex. 2. Do the crossword on the topic «Job-Hunting». Follow the instructions
below.
1d
7
9
11
17
e
f
v
r
2r
10
12
19
t
a
a
3
8
13
18
a
4
c
a
c
14
f
5
d
11 c
t
6
15
16
d
l
r
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1 (horizontal) A date or time before which something must be done or
completed;
2 (horizontal) Employing personnel;
3 (horizontal) To request something, esp. officially and in writing;
4 (horizontal) The ability to change for changes to be suitable for new
needs, changed conditions;
5 (horizontal) A teacher;
6 (horizontal) To be moved to a later time out of circumstances;
7 (vertical) To recruit;
8 (horizontal) To deal successfully with difficulties;
9 (vertical) A pay;
10 (vertical) To attempt;
11 (horizontal) Not obligatory; acting or done without payment; supported
by people who give their money, services of their own free will;
12 (horizontal) Able to change so as to be suitable for new needs, different
conditions;
13 (horizontal) Something that has been settled or agreed on; agreement;
14 (horizontal) A title given by a university to a student who has completed
a course of study;
15 (horizontal) The way in which printed matter is set out on paper;
16 (horizontal) Having practical value and importance;
17 (vertical) The recorded facts about the past performance of a person;
18 (horizontal) A short written account of a person’s education and past employment, used esp. when they are looking for a new job;
19 (vertical) To settle a matter.
EVALUATING THROUGH READING
Text A
Before reading the text answer the following questions using the active vocabulary:
1. What information do you possess about job-hunting? Have you got personal experience connected with it?
2. How do you imagine the process of job-hunting? What stages of it can you
name?
3. Do you think it is an easy or complicated process? Why? Explain your
opinion.
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JOB HUNTING
Preparing for an interview
Getting invited to an interview means you’ve passed the first hurdle - your
application must have made a good impression.
Now you need to prepare yourself for the interview to make sure you don't
waste the opportunity.
Before the day think about the interview itself:
· Who will be interviewing? If it is your prospective manager, the interview may be more detailed. If the Personnel Manager is interviewing, it
may be less direct or detailed, but could still be testing.
· Will there be a test to take? Find out before the interview and ask for an
example of the things you'll be asked to do.
· If you have a disability, contact the employer prior to the interview if
you require any particular arrangements. Check the day before to ensure
details have been noted prior to your arrival.
Prepare for questions you might be asked
The following is a list of twenty questions you may be asked at an interview. Some suggestions are given which you may like to use to prepare your
own answer.
1. Why do you want to work here?
Mention:
· Good reputation of the firm
· Any other positive information you have about the firm, e.g. their training record
· It will give you a chance to do work which interests you
2. Why did you leave your last job?
Explaining briefly and honestly the reasons why your last job ended. If
there is anything positive to say, say it, e.g.:
If you left for health reasons point out that you are now fit and reassure the
employer that you can do the duties required, or, if you were dismissed, that
you take responsibility for your actions and have learnt from the experience.
3. Have you done this kind of work before?
· Yes – tell them the skills you have and how you can use them.
· No – quickly describe other work experience which will help you learn
the job quickly. Emphasise your interest and enthusiasm to learn.
4. What did you do in your last job?
Describe: skills and duties relevant to new job, machines/equipment used,
your responsibilities, people you dealt with, how long you were there, if you
were promoted.
5. What kinds of equipment can you operate?
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Name any type of equipment relevant to the new job
· Your training/qualifications
· Length of time you have operated this equipment
6. How long have you been out of work - how do you spend your time?
Describe: jobsearch activity, voluntary work, further education or study,
hobbies.
7. Why have you had a) so many jobs? b) only one job?
Mention:
a) so many jobs?
You wanted to widen your experience in different types of work/firms.
Many of the jobs were temporary. You would rather be in work than out of
work.
b) only one job?
You had several different jobs within your last employment. The opportunity to develop. Their good record in training and development.
8. Why should I take you on?
· Be ready for this question and answer confidently and positively
· Describe your skills and experience and how they relate to this job
· Reassure the employer that you are hard-working, reliable and capable
9. How do you get on with people?
· Describe how you have previously worked as part of a team
· Mention your ability to get on with people at all levels
· Give examples
10. What makes a good team member?
Describe the skills required e.g.: good communication, flexibility, adaptability, co-operation, sense of humour.
11. How do you cope with pressure?
Describe the pressures in previous jobs using a recent example, e.g. how
you coped with a changed deadline, completed a rush order or dealt with staff
shortages.
12. Do you have any questions?
You may like to prepare for this - it is almost always asked at the interview. You could ask:
Why is the job vacant? Why did the last person leave? Who would I report
to? What training will I do, if any? What would my first job be? Does the
company carry out job reviews? If yes – how often? How soon will I hear
about the result of my application? How would I be paid?
Think about what you will wear
This may depend upon the sort of work you will be doing:
·
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Give yourself plenty of time to decide what to wear and get the clothes
ready the day before.
· You don't have to buy a new outfit! Aim for neat, tidy, clean and uncluttered appearance.
Gather together the written information you will need at the interview
· CV, references, certificates, portfolio or examples of your work (if requested by the Employer).
· Re -read the job advert to refresh your memory - make sure you haven't
missed something.
·
The day of your interview
On Arrival
· Aim to arrive about 10 minutes before the interview time
· Give your name to the receptionist or whoever is there to greet you
· Try to relax and keep calm
· Chat to the receptionist or whoever greets you, before going into the interview. This will ensure that the first thing you say isn't croaked out
because you haven't spoken to anyone for over an hour!
Your interview
You will make an impression in the first few minutes. It takes this time for
people to assess someone and store this information. Once an impression has
been formed, it's seldom changed. It's important to make first impression work
for you. Practice deep slow breathing before you get to the interview. This will
slow down your heart rate and help you avoid taking quick, shallow breaths.
After the interview
While it is still fresh in your mind, think about how the interview went
(What went well? What went badly? Were there any questions you found difficult and why?). Try to learn as much as you can from each interview.
Aim to become more prepared and confident in the future by looking for
areas to improve and developing your stronger areas of performance.
In this way you will increase your chance of getting that job.
Reading Tasks
Ex. 1. Answer the following questions.
1. What does the preparation before the interview require? Why is it essential?
2. What questions are considered to be typical among the interviewers? Is it
important to analyze the possible questions and answers to them beforehand?
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3. What applicants’ abilities are considered advantageous from employers’
point of view according to the most popular questions asked at the interview?
4. Is dress-code essential for the success of the interview? Provide examples.
5. What written information should an applicant possess for the interview?
6. In what way can the applicant form a good impression at the interview?
7. Why is it important to analyze the interview after its end?
Ex. 2. Mark these statements T (true) or F (false) according to the information
in the text. Find the part of the text that gives the correct information.
1. If your prospective manager will be interviewing you, the interview may be
more or less detailed. If the Personnel Manager is interviewing, it may be
very detailed.
2. If you have a disability, keep it in secret from your potential employer.
3. Don’t get your clothes ready beforehand. It can distract you from more important things.
4. Be sure you prepare all the documentation for the interview such as CV,
references, certificates, portfolio or examples of your work.
5. Come just in time for the interview.
6. Make the analysis of the interview after its end.
Vocabulary Tasks
Ex. 1. Use an appropriate word or phrase from the box to complete each sentence.
Employers
Deadline
Applying for
Get sacked/dismissed
Skills of interpersonal communication
Fill in an application form
Cope with pressure
Unemployed
Recruitment methods
Disabilities
CV
1. …………..… a job is the procedure everyone comes through in one’s life
in order to be employed.
2. ………….. is the record of one’s achievements.
3. The ability to ……………………. is essential for every manager.
4. Putting a.…….... is an effective way to organize and monitor employees’
work.
5. ………….…………… vary from company to company and represent the
main priorities of a company.
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6. Most of the ………….. are young people who have a difficulty in finding a
job because of the lack of work experience.
7. Sometimes ……….. ask applicants to …...............................................
8. People with …………… have difficulties in getting a proper education but
with the help of the state they obtain work.
9. Sometimes people ………………… because of the poor quality of work
done by them, sometimes - because of the conflict with a boss.
10. ……………………………… are extremely necessary for the people working in the servicing sphere.
Ex. 2. Choose one of the words that matches the explanation best.
1 Knowledge that has relation to a profession is called
a) Supplementary
b) Relevant
c) Voluntary
2 Tests checking applicants’ abilities are known as
a) Employment tests
b) Aptitude tests
c) IQ tests
3 Written information about someone’s abilities is named
a) CV
b) Record
c) Reference
4 Work done without payment is called
a) Voluntary
b) Supplementary
c) Flexible
5 The ability to change so as to be suitable for new needs, different conditions is known as
a) Flexibility
b) Adaptability
c) Changeability
Critical Thinking Tasks
Ex. 1. Have you got personal experience connected with job-hunting? What
stages of it can you name according to the text? Do you think job-hunting is
an easy or complicated process? Why? Explain your opinion about the following questions, using the active vocabulary.
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Ex. 2. Tell about the new information and pieces of advice concerning jobhunting that you have got from the text. Which of them can be applied by you
in real life? Which can not? Explain your opinion.
Ex. 3. Imagine that your friend is going to take an interview in a week. What
tips will you give him that can guarantee him being provided a job?
Tell what he should do before the interview, during the interview and after the
interview.
You can add your own fresh thoughts and ideas to the studied material.
Ex. 4. What do you know about dress code? Do you think it’s important to follow dress code while taking an interview? Divide into 2 groups: for and
against following dress code. Explain your opinion. Provide argumentation.
Text B
Before reading the article below think over the following questions:
1. What is your idea of the right personnel education? Is it essential nowadays?
2. Do you think it is important to invite others to get involved in one’s business?
RIM IS EVERYBODY’S BUSINESS
In this day and age of intrusive media scrutiny, overreaching government
monitoring, and endless rounds of the blame game, it is the rare bird that considers inviting others to get involved in their business.
However, it is because of these very issues – media, government, and
blame – that is virtually important for records and information management
(RIM) professionals to envelop their fellow employees into the RIM process
by providing education to all employees across the enterprise.
It may seem an insurmountable hurdle to convince upper management and,
in turn, employees that it is important to THEM and the future of the organization they work for to have a vested interest in RIM policies and procedures.
The lessons learned by Morgan Stanley, Enron, and others show that when accountability and sound judgment are not used, all the employees suffer.
Rebecca Harold, an independent consultant and community leader of Realtime-ITComliance.com, writes, “Without effective personnel education, businesses face significant negative business impact and even possible business
failure from the consequences. You cannot expect personnel to know how to
16
effectively protect information if you do not communicate to them on an ongoing basis how to provide that protection while doing their day-to-day job
responsibilities. There are many compelling reasons for businesses to implement an effective information security and privacy education programme, including addressing legal and regulatory requirements, raising awareness and
understanding, and helping to reduce insider threat of information misuse and
fraud”.
It shouldn’t be a hard sell – but we know it is sometimes – to convince coworkers that identifying and properly retaining and safeguarding needed business records could possibly save the future of the company.
SCORE, a nonprofit association for entrepreneurial education, offers five
tips for getting the most out of any training. These are good general tips to follow when considering introducing basic RIM education to your company’s
other employees.
·
Inform employees in advance about the reasons for training. Explain what problems will be solved in the course of the training and what their
roles will be in the problem-solving process.
·
Put yourself in their shoes. Tell them how they will benefit personally (through better corporate accountability, reducing the possibility of negative litigation, minimizing their own legal culpability).
·
Make it interesting. Hire a competent trainer or, if you do it yourself,
find ways to engage your employees’ attention – such as including videotapes
or other visual resources. Don’t give the employees an opportunity to “zone
out” or disengage. By making the training session interactive and incorporating enough time for questions, you can maximize the experience for everyone
involved.
·
Be clear about expectations and outcome of the training. Focus on
the behavioral changes or improvements you are seeking. Make it simple, but
emphasize the importance of your message.
·
Measure the results. Training without follow-up is ineffective. Keep
repeating your message and show appreciation to employees who keep trying
to meet the expectations.
By carefully outlining expectations, communicating consistently with employees through the process and following up and quantifying the results, a
RIM-focused enterprise-wide training can be achieved.
As Herold cautions, “Organizations must know how to create an effective
education programme, deliver the programme, and target groups who need
specialized training and awareness to protect their business by improving personnel knowledge.”
It’s everybody’s business, because everybody’s business depends on it!
17
Reading Tasks
Ex. 1. Answer the following questions:
3. What is understood under the term “RIM process”?
4. Is it important to provide education to all employees across the enterprise?
Why (not)?
5. Do the upper management and employees always understand that education is important to them?
6. What do most businesses face without effective personnel education?
7. Why is it important for businesses to implement an effective information
security and privacy education programme? What consequences can the
lack of education in this field bring?
8. What are the general tips one needs to follow when considering to introduce basic RIM education to the company’s employees?
9. Is it important to mention how each of the employees will benefit personally due to the education?
Ex. 2. Mark these statements T (true) or F (false) according to the information
in the text. Find the part of the text that gives the correct information.
1. It is typical nowadays for most companies to invite others to get involved
in their businesses.
2. It is important for records and information management professionals to
involve others into the RIM process by providing education to managers of
enterprises.
3. It may seem a difficult task to convince upper management and, in turn,
employees that it is important to them to have a vested interest in RIM
policies and procedures.
4. The lack of effective personnel education doesn’t influence businesses
negatively.
5. It’s important to implement an effective information security and privacy
education programme, raising awareness and understanding, and helping to
reduce insider threat of information misuse and fraud.
6. There are no special tips to follow while introducing basic RIM education
to your company’s employees.
7. Organizations must know how to create an effective education programme,
deliver the programme, and target groups who need specialized training
and awareness to protect their business by improving personnel knowledge.
18
Vocabulary Tasks
Ex. 1. Match these terms with their definitions.
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
insurmountable hurdle
accountability
fraud
government monitoring
negative impact
coworker
disengage
retain
information misuse
safeguard
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
colleague
bad influence
withhold
insuperable obstacle
data abuse
swindle
state control
protect
reporting
free oneself
Ex. 2. Use an appropriate word or phrase from Exercise 1 (1 column) in the
correct form to complete each sentence. The first letter of each word is given.
1. It is sometimes difficult to convince c………... that proper education can
guarantee success to them and the company in future.
2. R………….. and s……………. important documentation can benefit the
company.
3. In the times of strict g………….. m…………… inviting others to get involved in one’s business is not an easy job.
4. It is sometimes an i………………. h…………….. to convince other employees to take interest in RIM policies.
5. Security and privacy programmes help to reduce insider threat of information m……….. and f………….
6. Without proper personnel education, businesses face n……… i………..
7. In most cases when a…………….. is not used all the employees suffer.
8. The employer shouldn’t give a chance to employees to d………… in the
time of training.
Critical Thinking Tasks
Ex. 1. What new information have you learned from the article? Can it be useful to you? What has already been known to you? Is it important to convert it
to life?
19
Ex. 2. Imagine that you are a boss. What strategy would you choose to provide right training to your employees? Explain your opinion about the following questions, using the active vocabulary.
Ex. 3. Role-play conversations with your group-mates. Divide roles between
bosses, trainers and personnel.
TARGETING GRAMMAR
Ex. 1. Study the usage of personal, possessive, reciprocal and indefinite pronouns carefully and do the exercises that follow.
Personal
Subjective
case
Possessive
Proper
Possessive
Absolute
I
You
He, she, it
Objective
case
Me
You
Him, her, it
My
Your
His, her, its
Mine
Yours
His, hers, its
We
You
They
Us
You
Them
Our
Your
Their
Ours
Yours
Theirs
Reciprocal
Myself
Yourself
Himself, herself, itself
Ourselves
Yourselves
Themselves
Possessive proper pronouns are used before a noun as an attribute. Possessive absolute pronouns are mainly used as a predicative. They are never followed by a noun.
Make sure to remember the use of the possessive absolute pronouns in
phrases like, e.g. a friend of mine, that house of theirs.
Some, any, no
The basic meaning of some/any is ‘a small amount of something’; no – the
lack of amount. Some is mainly used in affirmative sentences and any in negative and interrogative sentences. No can be found in affirmative sentences, it
can not be used in sentences where there is another negation, because double
negation is impossible in English.
In conversational speech some can be found in questions too (Would you
like some tea?) and any can be found in affirmative sentences (in the meaning
of ‘любой’) (You can take any book you like). Some may also have the meaning of ‘какой-то, какая-то’ (e.g. Some Mr. Smith).
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Some/any/no + one/body/thing/where
Indefinite pronouns someone/somebody, something, somewhere are
mainly used in affirmative sentences; anyone/anybody, anything, anywhere –
in negative and interrogative sentences; no one/nobody, nothing, nowhere can
be found in affirmative sentences, it can not be used in sentences where there
is another negation.
Much, many, a lot of, little, few, a little, a few
Many is used with countable nouns, much – with uncountable nouns, a lot
of – with both countable and uncountable nouns. Few, little are used to emphasize the fact that the quantity is small. A few, a little are used to state the
positive fact that there is some quantity.
Note that after very, too, so only little, few can be used (and not a little, a
few). After ‘only’ a little, a few are typical.
Both, either, neither, none, either….or, neither…nor.
Both (оба), either (и тот, и другой), neither (ни тот, ни другой) are used
when we are talking about two things. After either, neither the verb is used in
the singular form. The same takes place after the constructions either …. Or
(и тот, и другой) and neither …. Nor (ни тот, ни другой).
After none (никакой) the verb can be used both in the singular and in the
plural forms. A plural verb is more usual.
Another, other, the other, others, the others.
Another is derived from an other and is used, accordingly with nouns in
the singular only.
Others, the others are used in the sentence as nouns. The others denote
definite subjects of action, others – indefinite. Other, the other require a noun
following them.
Ex. 2. Choose the correct pronoun.
1. This reference isn’t (us, our, ours). There’s somebody’s name on it.
2. This is not (my, mine, me) letter of recommendation. (My, mine, me) is in
a blue envelope.
3. Could you help me sort out these folders? I can not tell which are (your,
you, yours) and which are (we, our, ours).
4. (You, your, yours) cover letter is on the table and where is (her, she, hers)?
5. She first looked at the contents of the CV and then at (her, she, hers).
6. – Can I borrow (your, yours, you) pen?
– I’m sorry, it isn’t (me, my, mine).
21
7. I’m sorry, but the boss is busy. Do you mind waiting for (he, him, his)?
8. Who told you about it? – A colleague of (you, your, yours).
9. Don’t ask for help. Do it (you, yourself).
10. Did he enjoy (him, his, himself) at the promotion party?
Ex. 3. Write the appropriate forms of possessive pronouns.
1. Whose Curriculum Vitae is this? Is it …? (you)
2. Excuse mе, those аre … seats. (we)
3. Is it … cover letter or … ? (you/he)
4. They’re not … references, they're … . (I/she)
5. I don’t think it's … room. I think it’s … . (you/they)
6. Наvе you met … interviewer? (they)
7. … office is smaller than … . (we/they)
8. The decision on employing candidates is … . (they)
9. It isn’t … interviewer, it’s … . (he/she)
Ex. 4. Insert indefinite pronouns or adjectives.
1. Тhere are only (несколько) applications on the desk. 2. There was
(мaлo) competition. 3. There is (немного) time left. We can wait a little bit. 4.
I am glad you have (мaлo) mistakes in your CV. 5. We have (мaлo) time left.
6. Have you (какие-нибудь) chances of promotion? 7. There is (никoгo) in
the room. 8. Do you know (много) English words? 9. Do you see (чтонибудь) in this reference? 10. Have you (какие-нибудь) colleagues in the
“research & development” department? 11. Wait (немного).
Ex. 5. Study the usage of cardinal and ordinal numerals and do the exercises
that follow.
Numerals are divided into cardinals (cardinal numerals) and ordinals
(ordinal numerals).
Cardinal numerals
Cardinal numerals indicate number.
Note 1. Twenty-two, thirty-five, etc. are spelt with a hyphen.
Note 2. The numerals hundred, thousand and million are always preceded
by the indefinite article a or the numeral one. The latter is generally used
when these numerals are followed by some other numerals, e.g. a hundred but
one hundred and twenty-three, a thousand but one thousand seven hundred
and thirty.
Notice that we say and after the hundreds:
783 seven hundred and eighty-three
22
Ordinal numerals
Ordinal numerals indicate order.
Note. Notice how to say a date in two ways:
1/8/84 - The eighth of January, nineteen eighty-four;
January the eighth, nineteen eighty-four.
At first goes the month, then the date of birth, then follows the year. The
year is read in two parts: the first 2 letters, then the following 2 ones.
Telephone numbers are read each letter is said separately.
E.g.: 266-50-79 (Two-six-six-five-zero-seven-nine).
Ex. 6. Read the following cardinal numerals:
13; 45; 233; 4841; 3701; 3,405,241; 4/6; 1/3; 0.7; 0.8; 4.16.
Ex. 7. Read the following numerals, making them ordinal:
2, 10, 30, 87, 92, 117, 1093, 11789.
Ex. 8. Read the following numerals:
1,135; 1.23; 2,466,144; 0.6; 7/9.
Ex. 9. Read the following telephone numbers:
My phone number is: 173-38-72, 202-82-94, 233-32-63, 275-31-49, 34497-49, 446-21-47, 965-12-41.
Ex. 10. Translate the following dates:
В 1996 году, в 1982 году, в 1925 году, в 1872 году, в 2000 году, зимой
1987 года, летом 1998 года, весной 2001 года, осенью 2003 года, летом
200 года, зимой 2005 года, осенью 1993 года, весной 1952 года, в январе
1995 года.
Ex. 11. Read the following dates:
E.g.: What date is today? – 10.18.2002
Today is the 18th of October 2002.
2.11.2002, 5.01.2003, 12.05.1999, 03.22.2004, 10.04.2003, 1.07.2004,
8.02.2005, 08.22.2003, 06.17.2004, 12.31.2007
Ex. 12. Translate the following dates using construction to be born. Make up
your own sentences.
E.g:. My colleague was born on the 27th of November 1985.
23
1. Мой коллега родился 5 апреля 1978 года. 2. Мой босс родился 18
июля 1969 года. 3. Наш юрист родился 12 января 1957 года. 4. Наш учитель родился 21 января 1956 года. 5. Наш начальник родился 6 июня
1965 года. 6. Я родился ........ 7. Наш зам. директора родился ............. 8.
Наша секретарь родилась......... 9. Наш курьер родился...........
Ex. 13. Revise the rules of using adjectives and adverbs and do the exercises
that follow.
Learn the comparative and superlative forms of the following adjectives:
Good – better – the best
Bad – worse – the worst
Far – farther – the farthest (about distance)
Far – further – the furthest (about time and distance)
Near – nearer – the nearest (about distance)
Near – nearer – the next (about order)
Late – later – the latest (about time)
Late – latter – the last (about order)
Old – older – the oldest (about age)
Old – elder – the eldest (for seniority; used only attributively)
Read the examples illustrating the usage of comparative and superlative forms
of adjectives:
E.g.: You should go to work earlier.
Could you speak more slowly, please?
He speaks English better than his boss.
The department’s work was worse than before.
Ex. 14. Use the required form of the adjective in the following sentences.
1 Нe was the (amusing) boss you ever met.
2 He’s a far (intelligent) person than me.
3 She was the (practical) of all the office workers.
4 When they told me I was dismissed and could go, I can tell you I was
(afraid) than puzzled.
5 I wanted to ask you both what you thought of my (late) accounts if you saw
them.
6 Нe is (talkative) than his colleague John. He won't tire you so much.
7 The head turned out to be (angry) than I had expected.
8 Today I'm not (wise) than yesterday.
9 Jack is the (clever) of all the employees.
10 I don’t think it matters in the (little) which position I take. There are (important) things.
24
Ex. 15. Translate the sentences.
1 Это очень утомительное собрание.
2 Интервьюер ужаснулся неграмотности кандидатов.
3 Oни были поражены необычным талантом своего экономиста.
4 Мне скучно.
5 Какое скучное интервью!
6 Я интересуюсь документоведением.
7 Босс зло посмотрел на меня, когда я прервал eгo.
8 Она побледнела.
9 Обстановка меняется к лучшему.
10 Если он поможет нам, тем лучше.
11 Офис хороший, но все же не такой хороший, как мне бы хотелось.
Ex. 16. Form the degrees of comparison.
Little, hard-working, funny, good, bad, easy, cosy, dark, far, much.
Ex. 17. Form the comparative and superlative degrees of the adjectives:
Important, bad, nice, hot, modern, warm, little, soft, difficult, light, active.
Ex. 18. Translate into Russian.
1. Her boss is cleverer than my boss. 2. Нis work is more difficult than
their work.. 3. The days are longer in the office than outside. 4. Better late
than never. 5. Nick is not so hard-working as Susan.
Ex. 19. Change the sentences according to the model.
Nick is hard-working. And John? – John is more hard-working than Nick.
1 Pete has a large office. And his brother?
2 Мy sister is young. And Ann's sister?
3 Your range of responsibilities is easy. And Ann’s?
4 This conference is interesting. And yesterday’s conference?
5 She is a good employee. And her sister?
Quiz.
A) Choose the correct pronoun.
1. I don’t know … about promotion.
а) nоthing
b) anything
25
с) everything
2. Can I ask you … questions?
а) аnу
b) some
с) nо
3. The journey to the place of interview was а short оnе. It didn't take … time.
а) mаnу
b) much
с) аnу
4. Both of these companies … very good.
а) аre not
b) аге
с) is
5. I’ve been trying to phone the boss all day but … I phone him the line is engaged.
а) every time
b) all the time
с) the whole day
6. I've spent … you gave me.
a) all the money
b) the whole money c) all money
7. It was a terrible CV. … about the interviewee was spoiled.
a) whole impression b) the whole impression c) all impression
8. I don't like the atmosphere in this company. Competition takes place … .
a) every time
b) all the time
c) the whole day
9. Such … as you want is very rarely seen.
a) a one
b) the one
c) one
10. … day I made an epigram. I hope you'll it.
a) another
b) the other
c) others
11. … of us is perfect; we all make mistakes.
a) none
b) no one
c) nobody
12. Something went wrong, …?
a) don't it
b) didn't they
c) didn't it
13. The best advice is … .
a) yours
b) your
c) her
14. I prefer creative work to a monotonous one because of … flexibility.
a) it's
b) its
c) it
15. Has anyone left … resume in the waiting hall?
a) his
b) her
c) their
16. None … present at the meeting.
a) is
b) are not
c) were
17. I've got … colleagues.
a) a little
b) a few
c) much
B) Choose the correct adjective or adverb.
1. I saw a …… play at the theatre last month.
a) well
b) good
2. He is much ….. than his brother.
a) higher
b) taller
26
c) best
c) more
3.Peter speaks ….. English
a) good
b) well
c) nice
4. Malcolm thinks the exams were dead……..
a) light
b) easy
c) easily
5. Peter’s pretty …… at tennis, isn’t he?
a) well
b) best
c) good
6. I’m …………. in buying new furniture for my lounge.
a) interesting
b) interest
c) interested
7. The story was so …… she couldn’t tear herself away from the book.
a) excited
b) exciting
c) excitement
8. She felt …… before the interview.
a) excited
b) exciting
c) excitement
9. The idea was very …… to the new manager.
a) interested
b) interesting
c) interest
10. Let me help you. The suitcase is too…. for you to carry.
a) heavy
b) difficult
c) hard.
11. Did anyone help you? – No one. I was just…..
a) happy
b) merry
c) lucky.
12. The Urals are not as ….. as the Alps.
a) tall
b) long
c) high
UNDERSTANDING THROUGH LISTENING
Ex. 1. Before you listen to two job-interviews imagine that you are interviewing both applicants. Write questions that you would ask them.
Ex. 2. Now listen to two job-interviews.
Ex. 3. 1) Compare your questions with the ones asked by the interviewer.
Which questions coincided? Which important questions were not asked by the
interviewer?
2) If you were an interviewer whom would you give the job to? Why?
Ex. 4. Look at the following expressions. Listen to the extract again, and write
down the words that are used in place of the printed in italics.
1. Are you currently working?
1. I’d like to live in this district again.
2. We’ll get connected.
3. I caught the early flight this morning.
27
4.
5.
6.
7.
8.
9.
I come from New York.
I’m a selling manager.
I majored in Spanish for my B.A.
I obtained my Master’s degree at the University of New Mexico.
How long have you worked for Travel Books?
I specialized in languages.
Ex. 5. Listen to the job-interviews again. Choose in the grid below on the right
the person about whom the information on the left is relevant.
Choose who
Person’s name
Speaks Chinese
Mr Lo
Ms. Danziger
Sells books
Mr Lo
Ms. Danziger
Travels a lot
Mr Lo
Ms. Danziger
Knows Spanish perfectly well
Mr Lo
Ms. Danziger
Deals with computer software
Mr Lo
Ms. Danziger
Is staying with parents
Mr Lo
Ms. Danziger
Comes from New York
Mr Lo
Ms. Danziger
Wants to use knowledge of lanMr Lo
Ms. Danziger
guages in a future job
Obtained Master’s degree in
Mr Lo
Ms. Danziger
New Mexico
Has majored in languages
Mr Lo
Ms. Danziger
Ex. 6. Role-play an interview with another student. Divide the roles of an interviewer and an interviewee.
EVALUATING THROUGH WRITING
LETTER OF APPLICATION (OR COVER LETTER)
Your Letter of Application (or Cover Letter) introduces you to an employer and
often highlights information on an accompanying resume. The goal for writing a letter of application is to convince the employer to invite you for an interview. Before
writing the actual letter, answer these questions:
1 What job are you applying for?
2 How did you find out about the job?
3 What are the employer’s needs? (List)
4 How can you fill these needs?
28
In the salutation of a cover letter, address a specific person. If you don’t know
the person’s name, write “Dear Sir”.
In the first paragraph state the job for which you are applying and where you
found out about the job.
The second paragraph gives details of school and examinations.
The third paragraph gives more information about the applicant.
The fourth paragraph gives the names of two referees.
The fifth paragraph mentions the availability for interview of the applicant.
Remember that a successful cover letter is a marketing tool used to move your
customer one step closer to buying your product.
And keep in mind that many employers look to the cover letter as an example of
your written communication skills. Make certain that your cover letter is spellchecked, grammar-checked, and proofed by someone other than yourself.
The following is an example of a completed application for the job:
47, Gardens
Mr Smith,
London SW 15 4-ZR
Manager,
17-7-83
Rollsop and Sons,
52 Pindar Street,
London ECZA 2PS
Dear Sir,
I would like to know if you have a vacancy for a trainee store person. I would
be very interested in working for Rollsop and Sons. As I understand they are a
good firm who provide excellent training for their staff.
I am 16 years of age and am just about to leave Entwhistle High School. I have
jut taken my CSE exams in the following subjects: English, Maths, Technical
Drawing, Metalwork and Chemistry. As you know, examination results are published in August, but I am confident that I have done reasonably well.
I am a very practical person. I have ‘good hands’ and I can show initiative.
During my five years at Entwhistle High School, I often used to take on responsibilities, such as the supervision of younger pupils.
Two of my teachers have said they will act as referees for me.
They are: Mr D.Douglas (Head of Year)
Mrs A. Fowler (Head of English)
They can be contacted at Entwhistle High School, 3 Curran Avenue, London
SW 12 044.
I look forward to hearing from you.
Yours faithfully,
Frank Lawson
Frank Lawson
29
Some companies do not send application forms, but prefer applicants to
supply a Curriculum Vitae (C.V.) which is your personal and working history.
There are various layouts for a c.v. Some c.v.-s may have a section for
supplementary information, where reasons for applying for the position and
leaving previous employment are included, as well as personal qualities and
skills which are relevant to the job. This is an example of a c.v.:
Name: Olga Pavlova
Date and place of birth: 31 May 1983, Belarus, Minsk.
Country of citizenship: the Republic of Belarus
Address: 15/45, Lubimova street
Minsk
Belarus
220030
Telephone: 375-29-5516045.
E-mail: [email protected]
Education
1989 – 2000 – English secondary school № 184, certificate of secondary education.
2000 – 2005 – Belarusian State University, Historical Faculty.
Degree – BA Pedagogical Sciences
Diploma work - “Ancient Rome” (was awarded an excellent mark at the defence)
Languages – Fluent English and German.
Work Experience:
June – August 2002 – Developed the English language skills and the skills of
interpersonal communication by working as a camp counselor in the
USA by participating in summer programme CCUSA.
February – May 2005 – Practiced the knowledge of history and developed
communicative skills by working as a teacher of history in school №
23, Minsk.
Interests:
History, politics, languages, teaching, traveling, reading, socializing with
people.
References: available on request.
30
Task 1. A) Write your own brief text “Job-hunting”, taking the studied text as
a model for it. Provide your text with your own pieces of advice and tips to
your group-mates from your or your friends’ experience of searching for a
job.
B) Give your opinion about the studied text and the texts composed by your
group-mates. Which text did you like most? Which one is most up-to-date and
true-to-life? Which tips have been most useful?
Task 2. Imagine that you are a boss of the company. It is high time for your
employees to get the right training in their field but they are very uneager to
undertake it. Write a substantial plan where you enumerate points that prove
the necessity of undertaking such training. Be argumentative and persuasive!
Task 3. Write your own cover letter and CV. Exchange them with your
neighbour and correct his/her mistakes: layout, wording, general ideas.
PROJECT
Task 1. Imagine that you are a person from poor social background who
reached the top in his/her career. And the first step towards it was your right
behavioural techniques at the job interview. Share these techniques with others. Teach others to behave in the right way during the interview.
Task 2. Role-play the conversation between the interviewer who has about
100 – 130 candidates a day and the candidate who has been dismissed
twice from previous jobs. The aim of the interviewer is to find weaknesses
and gaps in the interviewee. The aim of the interviewee is not to reveal
them, escape negative information to be discovered.
The interviewee should act out the conversation carrying out in the
head the tips from the text “Job Hunting” that can help him/her to hide
gaps in CV, avoid revealing information about dismissals and underline
his/her strengths and advantageous abilities.
Task 3. A) Describe a professional interviewer. Use some of the below written
expressions to help you.
Professional; asking provocative questions; logical and pragmatic; rational
and analytical; captious; confident; short of time; sharp; with organizational
skills.
31
B) Describe an inexperienced interviewee. Use some of the below written expressions to help you.
With shaking hands and legs; sweaty; with trembling voice; unconfident;
providing ambiguous answers; shy; apologetically smiling; feeling awkward;
indecisive.
C) Describe a professional interviewee. Use some of the below written expressions to help you.
Confident; smiling; following dress code; advertising himself/herself; carefully avoiding gaps in the biography; turning one’s weaknesses to strengths;
making pleasant impression.
PROBLEM ISSUES
Revise the material of Units I-III from the textbook and be ready to speak on
the following issues. Make use of the new vocabulary you acquired.
Job Hunting
· Preparation for the job interview.
· The day of the interview.
· Analysis of the degree of success.
In the Office
· Records and information management tuition.
· Providing education to employees at all levels.
· Monitoring the participation of all employees.
Records Management
· The Cover Letter.
· Curriculum Vitae
32
MODULE 2____________________________________________
Self study material for Units IV – VII (Correspondence) from the textbook.
BUSINESS LETTER FORMAT
INQUIRIES
OFFERS
ORDERS
VOCABULARY FOCUS
There are different ways to store, remember and extend your vocabulary.
Tree diagram is one of them. Tree diagram may be used to illustrate how
words are related to a general topic. It is a useful way to identify gaps in your
vocabulary and to revise the words and material you know.
Ex. 1. Revise all the texts from the unit Business Letter Format and complete
the tree diagram. You may use the same technique to remember the vocabulary of Inquiries, Offers, and Orders.
Business
Letter Format
Parts
Styles
Block Style
Indispensable
Parts
Optional Parts
Sender’s Address.
Subject Title
Compare your diagrams with those made up by other students.
33
Ex. 2. Revise the vocabulary of Module 2 and give the Russian equivalents to
the following word combinations.
delivery time
the best prices
to place an order
to revoke an offer
the lowest prices
to accept an offer
to accept the terms
to be in a position
descriptive literature
transportation coasts
to quote the price
to make payment
to distribute the goods
to find a compromise
to confirm in writing
to send a quotation
to reconsider the terms
to execute an order
to grant a discount
to decrease/increase prices
to state the terms of payment
to be ready for immediate shipment
to open a letter of credit with a bank
to reach an agreement on
to be subject to … discount
to promise the delivery
Ex. 3. Decide which of the terms from Ex. 2 can be used in enquiries, offers or
orders. Give reasons for your choice.
Ex. 4. Complete this typical customer-supplier sequence with the words from
the box. The first point has been done for you.
a complaint
information
an inquiry
an invoice (with the goods)
an order
the problem
a quotation
the quotation
The customer
1 makes …an inquiry…………
The supplier
2 sends …………………………...
3 requests ………………….…
4 gives …………………………....
5 makes ……………………....
6 sends ………….………………...
7 makes ……………………...
8 solves …………………………..
34
Ex. 5. Check your knowledge of the topical vocabulary. Join the words from
the left column to the words from the right column to make expressions
equivalent to the Russian ones given below.
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
to make out
a delivery
a shipping
a firm
cash with
a backlog
to place
to keep a delivery
to dispatch
to carry out
k) order
l) deadline
m) the goods
n) an invoice
o) an order
p) date
q) department
r) order
s) an order (with)
t) of orders
1. служба доставки
2. твердый заказ
3. выполнять заказ
4. сбор заказов
5. отправлять товары
6. подлежащий оплате согласно заказа
7. выписывать счет
8. соблюдать срок поставки
9. размещать (делать) заказ на
10. срок поставки
Ex. 6. Revise useful expressions and phrases from Units IV – VII of the textbook. Correct the mistake in each sentence. The first sentence has been done
for you. Then translate the sentences into Russian.
1. I am write with regard to your recent email. ...........I am writing...........
2. Please send me your comments until Friday at the latest. …..…..…..
3. I will be grateful if you could send me more information. ………..…
4. Please find attach my report, as promised in Friday’s meeting. …..…..
5. I hope we can to meet up soon. ...…....…...
6. I look forward to receiving this information so soon as possible. ...…..….
7. I’m sorry I haven’t written for ages, but I been really busy. ….….….…
8. It will be more better for me if we meet on Tuesday rather than Monday. …...
9. Can we meet at 8 Feb at 14.30 instead? .....................
10. Sorry, I don’t can help you on this matter. …………....
11. If you require any further informations, please do not hesitate to contact me. ...........
35
12. I look forward to meet you next week. ........................
13. I am really appreciate your kindness during my stay in London. …..………
14. At the meeting we will discuss the follow points. ……………
15. I’m afraid but we haven’t received your payment yet. ……………
Ex. 7. Each phrase below has one word missing. Add the missing word as in
the first sentence which has been done as an example. Then translate the sentences into Russian.
to
1. With reference Pyour email sent 6 June, ...
2. Thank you sending me the catalogue I requested.
3. We are writing to inform that ...
4. We are able confirm that ...
5. I apologise the delay.
6. I would appreciate if you could ...
7. Please get back me if there's anything else.
8. What time would convenient for you?
9. If you like any more details just let me know.
10. Anyway, that’s enough, I think I stop writing now.
11. It was good to meet you the conference in Paris.
12. I look forward to hearing you soon.
13. I’ve attached a copy the latest sales figures.
14. Thank you for the invitation visit your company.
15. With reference your enquiry, I’ve attached all the information you need.
Quiz.
A) Questions 1 – 10 are incomplete sentences. Beneath each sentence you will
see four words or phrases, marked A, B, C, and D. In each gap there two
possible answers. Write both answers to complete the sentences.
1. Please …… my report. Hope it’s useful.
A) find attachment C) find attached
B) find enclosed
D) see attached
2. Here is our report. If there are any problems, …… me know.
A) please let
C) please to let
B) make
D) just let
36
3. This report has just arrived. I’m …… it to you. Hope it’s not too late.
A) moving
C) replying
B) forwarding
D) sending
4. I’m sending various forms for you to complete. Please …… special attention to AF200.
A) give
C) make
B) pay
D) take
5. Please complete the attached forms, and return them to me …… 3 June.
A) by
C) before
B) until
D) to
6. As agreed, I’m sending the pre-meeting notes. Let me know if there is anything else we can do …… before we meet.
A) from our part
C) on our side
B) from this end
D) on this way
7. I’m attaching the Business Plan Review. Please ……that several alterations
in dates have been made.
A) look
C) note
B) appoint
D) be aware
8. Please find enclosed my report. …… if there are any problems with deadlines etc.
A) Get back with me
C) Get back to me
B) Get in touch with me D) Make a touch with me
9. Please find enclosed my report. ……
A) Let me know what you think. C) Let me have what you think.
B) Let me have any comments. D) Make me have any comments.
10. Here is the itinerary for Sri Lanka. Please …… that I have included everything you want in it.
A) check
C) control
B) agree
D) confirm
B) Three people have written one and the same formal letter. But some
phrases are incorrect. Which of the letters will attract the reader’s attention in your opinion? Why?
37
Jeremy
Rachel
Michael
Dear Sir/Madam
Dear Mr Spencer
Dear Henry
Thanks for…
Thank you for…
Please find enclosed…
We are pleased to enclose…
Should you require a
copy, we shall...
If you require any further information ...
Please do not hesitate to
contact us.
Could you please ...
I would like to thank you
for…
Attached is…
I shall be pleased to send
you a copy...
Should you require any
further information ...
Just call.
Can you...
If you want, I can send
you...
Want you more information ...
I can send it.
Soon
We look forward to seeing you on Friday.
In the near future
I would be grateful if you
could ...
I look forward to seeing
you Friday, then.
Shortly
Yours sincerely
Yours faithfully
Best regards
I'll see you on Friday.
EVALUATING THROUGH READING
Text A
Before reading the text do the following.
Ex. 1. Answer the questions.
1. How could you define ‘a social situation’?
2. Have you ever written letters on social situations?
3. Have you ever asked anybody for a recommendation? Did that person
know how to write it?
4. Can you explain the difference between a letter of recommendation and a
letter of reference?
5. Should you write a reply to an invitation or just make a telephone call?
38
Ex. 2. Look through the words in bold. Then preview the text and formulate
questions about the content of the passage that you think will be answered in
the text itself. As you reread, try to answer these questions in your mind.
LETTERS YOU MUST WRITE
There are a few letters you must write on social situations:
+ Bread-and-butter letters
+ Letters of reference
+ Letters of recommendation
+ Letters of invitations
+ Letters of acceptance or regret
Bread-and-Butter Letters. Whenever you have spent a day or two as a
guest in someone’s house, you must write a letter of thanks to your hostess
within a few days after the visit.
It’s good manners to write thank you for any presents or expressions of
good will.
When someone writes to congratulate you, or to wish you well in your
business, life, work, marriage or to offer his sympathies or the like – write
back.
When someone has taken the trouble to write instead of simply telephoning
or speaking to you, it makes sense to return the favour in kind.
N o t e : Such thank-you letters can be very short. You may use a printed (or
engraved) thank-you card in business correspondence, but even then, the personal touch would be better business.
Letters of Reference. If you are asked to give a former employee a reference, you may write a letter without salutation and complimentary close.
Such letters should contain main facts about the person you write about and
should sound enthusiastic.
Don’t leave out any important qualities and remember that omission implies demerit in each trait of character not mentioned.
Letters of Recommendation. Letters of recommendation serve to draw
the employer’s attention to the candidate’s suitability for the vacancy.
Letters of Invitations. Invitations to important entertainments are
nearly always specially engraved, so that nothing is written except the name of
the person invited.
Letters of Formal Acceptance or Regret. Formal acceptances or regrets are always written.
Answers to informal invitations are telephoned more often than not.
In accepting an invitation the day and hour must be repeated. But in declining an invitation it is not necessary to repeat the hour.
39
Reading Tasks
Ex. 1. Look at the sentences below and decide whether they are true or false.
Find reasons for your answers in the text.
1. There are five types of letters you must write on social occasions.
2. Bread-and-butter letters are only written to thank to a hostess for the hospitality.
3. Bread-and-butter letters must have a personal touch.
4. Giving someone a reference, write in it a salutation and a complimentary close.
5. All important person’s qualities should be mentioned in a letter of reference.
6. Letters of recommendation are the same as letters of reference.
7. An inviting person only has to write his/her name in a letter of invitation.
8. Both formal and informal acceptances are always written.
9. In declining an invitation it is not necessary to repeat the day.
Ex. 2. Fill in the blanks with the correct words according to the information
implied in the text.
1. Whenever you have spent a day as a guest in someone’s house, you must
write a letter of ______ to your hostess within _______ days after the visit.
2. If you are asked to give a former employee a ______, you may write a letter without salutation and complimentary ______.
3. In references, omission implies ______ in each trait of character not mentioned.
4. Letters of recommendation serve to draw the employer’s attention to the
candidate’s _______________.
5. Invitations are nearly always specially ________, so that nothing is written
except _____________ invited.
6. Formal acceptances or regrets are ______ written and _______telephoned.
Vocabulary Tasks
Ex. 1. When noting down the vocabulary you learn, it is a good idea to write
not just the word itself but also other words which are grammatically related.
In this way, you can build up tables like the following one. Complete this table.
40
Nouns
acceptance
Verbs
Adjectives
congratulate
engraved
invite
omission
recommendation
referred
salutation
suitability
sympathize
Ex. 2. Find as many verbs as possible that can be used to make word
combinations with ‘a letter’. Make up your own sentences using them. The
first point has been done for you.
1. …to reply to..
2. ……………..
A LETTER
3. ……………..
4. ……………...
5. ……………..
6. ………….. etc.
Critical Thinking Tasks
Ex. 1. Match the letters below with their definitions from the list. Give reasons
for your choice.
A postcard, a fax, an informal invitation, an informal reply, a formal invitation, a formal reply, a business letter.
(1)
Lord and Lady Hearty
At home
Friday 18th April
RSVP
HaddenHall,
Hadden
Cocktails 6.30pm
(2)
The weather is wonderful – wish you were
here- hot sun, super
beaches and delicious
food!
Jony and Liz
41
Mrs M Marsh
11 End Road
Pevensey
England
(3)
SHORT-SIGHTED & CO.
Tel/fax: 091 876 3584
TO: Bob Smith
Date: 1st October
COMPANY: Eagle Eyes Opticians
FROM: Bill Healy
№ Pages: 1
I still haven’t received the goods promised for delivery on Monday. Could you
call me to let me know the position? Thank you. If any page is illegible, please
telephone.
(4)
Lannarth House
Govilon
Mr and Mrs George Bull thank Lord and Lady
Hearty for their kind invitation for cocktails on
Friday 18th April, and have great pleasure in
accepting. / but regret they have to refuse owing to a prior engagement.
25th March 2007
(5)
Jane and Bill
We are having a party!!!
On Saturday 4th May
at 8 o’clock.
We hope you can come.
Black and White!
(Bring a bottle)
RSVP
925 689
(6)
Dear Mrs Martin
Thank you for your enquiry regarding our Club Fenders. We have pleasure in enclosing a copy of our brochure and Order Form/Price List.
……………………………………........
The average delivery time is three to six weeks from the date of order.
If you have any queries, please do not hesitate to call us.
Yours sincerely,
(7)
Saturday 28th
Dear Sue and Fred
Thanks for your kind invitation. We would love to come and look forward to
seeing you then. I hope you don’t mind but we may be a little bit late because
Bill only finishes work at 7.
With love,
Jane
42
Text B
Before reading the text make a list of differences that you think should exist between standard business letters and electronic correspondence.
Electronic Correspondence
Telegram, Cablegram, Telex and Fax
Messages of this kind are usually sent to produce immediate action.
They are shorter than letters, but if they are too brief they may be hard to
understand. All minor words (articles, personal pronouns, prepositions, conjunctions and auxiliaries) are removed provided this does not interfere with the
meaning of the message.
Punctuation is limited to the words “Stop” (at the end of the sentence) and
“Query” (after a question).
In addressing and signing telegrams, cablegrams and telex messages minimum words is used – the firm’s name without quotation marks, a personal
surname without Christian name or “Mr”, “Mrs”, or “Miss”.
Special abbreviations are sometimes used in telexes to save time and
money. Unless you’re quite certain that your reader will understand exactly
what you mean, it’s best to use normal English.
Since teleprinting errors are often made in transmitting such messages, the
use of words instead of numbers and signs is often preferred.
You must write the sender’s name on a separate line. Words are not divided at the end of a line.
Telex communications are cheaper than telegrams because they are calculated according to time not the number of words. For this reason economy of
words is less important than clarity.
As telegrams and telexes are not signed they are not regarded as being legally binding. So important messages, especially in business (orders, prices
etc.) should be confirmed by a letter, which is signed for the company by the
person responsible.
E-mail and Netiquette
The kind of language that’s used in a telex is also used in electronic mail
(email) – messages sent from one computer to another. But there exist certain
rules that you must observe when sending emails. These rules known as netiquette are as follows:
1. Don’t type everything in capitals. (People may think you are shouting!)
2. Use “smileys” when you want to give a nuance.
3. Limit line length to 65 – 70 characters.
4. Think carefully about what you write – it is a written record, not a telephone call!
43
5. Don’t waste bandwidth – what you write should be to-the-point.
6. Warn the recipient if you want to attach a large file.
7. Write descriptive subject lines so the receiver knows what to expect.
8. When replying, don’t quote back the whole message – delete the excess.
9. When forwarding a message, put any comments you have on the top.
10. Don’t overuse acronyms, smileys, or internet expressions – not everyone
will know what you are talking about.
11. Use a spell checker or be sure of your spelling.
12. Read through your e-mail before sending it – it may be informal but you
still have to be clear and concise.
Reading Tasks
Ex. 1. Having read the text, say whether your predictions about electronic
correspondence were right. Have you learned anything new?
Ex. 2. In the text find explanations for the statements of the summary below.
Electronic correspondence is shorter than letters. All minor words and
punctuation are omitted. Special abbreviation is used. Words are often preferred to numbers and signs. But clarity is still more important than economy
of words. Therefore sometimes it is best to use normal English. All important
messages sent electronically should be confirmed by letters.
Ex. 3. Below you could see the first two points of the plan covering the main
ideas developed in the text. Continue the plan following the same style as
given.
1) Purpose of writing.
2) Conciseness of electronic correspondence.
3) Punctuation.
4) …..
Ex. 4. Retell the text developing the ideas in the summary from Ex. 2. and using your plan from Ex. 3.
Vocabulary Tasks
Ex. 1. Match the capsule vocabulary used in telex (A) with its meaning (B).
A) URTEL, N, APP, PLS, ARR, ATTN, MGR, CO, DEL, CFM,
OURTELCON, CHNJ, DEP, DLY, OK?, DOC, FAO, FLT, INFM, ORD,
INV, MTG, OURLET, 10AM, POSS, RE, ASAP, REC, YRLET.
44
B) 10 a.m., And, Appointment, Arrive, As soon as possible, Attention,
Change, Company, Confirm, Delay, Delivery, Departure, Do you agree?,
Document, Flight, For the attention of, Inform, Invoice, Manager, Meeting,
Order, Our letter, Our telephone conversation, Please, Possible, Received,
Reference, Your letter, Your telegram (telex).
Ex. 2. Match the vocabulary used in emails (A) with its meaning (B).
A
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
attachment
bandwidth
bcc
bounce message
forward
mailbox
sig quote
spam
a flam
burble
B
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
Where your incoming messages are stored.
Pass along an e-mail to another address.
The speaker is considered incompetent or ignorant.
A quotation added to a signature.
Error message returned by an e-mail system.
An emotional and often angry or rude message.
Blind courtesy copy.
A measure of how much information can be sent.
Unsolicited e-mail messages (usually unwanted).
A file linked to an e-mail message.
Note: A mail bomb: thousands of e-mail messages sent to the same address which can even
bring down a server.
Ex. 3. Match the smyleys with their meanings.
When using
1. :-)
3. :-#
5. :-=
7. :-t
9. 1-1
2.
4.
6.
8.
10.
The user:
a) will not say anything
c) has a moustache
e) is tongue-tied
g) is surprised/shocked
i) is happy
b)
d)
f)
h)
j)
45
>( or :-<
.-)
:-o
:-/
:-&
is cross
is undecided
is winking at you
is sad
is asleep
Critical Thinking Tasks
Ex. 1. Compare the two letters (standard and email) below and note the differences in styles. Can you give examples of any other abbreviations used in
English emails? Are all of them possible for business correspondence?
Standard English: I have read your message regarding Mr. John’s presentation. I will try to read his paper as soon as possible and return it to your mailbox. Thank you once again.
Email style: Read yr message re john’s pres. Will try to read his paper ASAP
N return it to yr mailbox. Thanx again.
Ex. 2. Rewrite the letters in the form of a A) telegram and B) telex.
A) Dear Sir
Following our telephone conversation last week, I would like to book a
single room with bathroom for three days from the 6th to 9th June 2007
in the name of Mr. Jean-Louis Corfard.
I would be grateful if you could confirm this booking as soon as possible.
Yours faithfully
B) Invoice 285
Referring to your letter dated 16 April we have to inform you that payment of the above invoice is now overdue.
Please send us your check by air-mail without delay.
TARGETING GRAMMAR
Ex. 1. Read the information about sentence structure:
A simple affirmative sentence in English typically has the order Subject +
Verb + Object. Each part can be a phrase rather than a single word:
This report
will analyse
last year’s budget.
Sub
Vb
Obj
There can be an adverb phrase as well, and it often comes at the end. Adverbs say how (quickly), where (at our offices) or when (next week) something
happens. If we have several adverbs together, the usual word order is HOW –
WHERE – WHEN. Look at these examples:
46
1) I
Sub
am looking
forward
Vb
to our meeting
in Munich
next month.
Obj
Adv (where)
Adv (when)
rose
by over 10%
in Hungary
last year.
Vb
Adv (how)
Adv (where)
Adv (when)
2) Sales
Sub
Now rewrite the sentences (1-4) below with the correct word order. Start sentences with a capital letter.
1. me you may remember. we business cards last week at the Trade Fair exchanged.
2. well is going our advertising campaign, we should until June consider extending it.
3. about availability of rooms in July to ask I am writing. I need for 3 nights a
single room.
4. next weekend to my parents I am going, for a long time I haven’t them seen.
Ex. 2. Read the information on making complex sentences.
You can make complex sentences by combining simple ones:
I
am
sorry to
say
I can’t accept your invitation on
this occasion
Sub
Vb
Obj
but
I
hope
to
make
another
trip to
Paris
when I have
more time
later this year.
Sub
Vb
Obj
Adv (when)
• There are two main clauses, joined by the linking word ‘but’.
• The phrase I can’t ... occasion is a full clause, with a subject, verb, object
and adverb.
• The phrase I have ... year is a full clause, with a subject, verb, object and
adverb.
Now rewrite sentences (1 - 5) with the correct word order.
1. I am writing / to let you know / from head office in Munich / I am coming
to visit / next month / that / your offices in Moscow.
2. This will be / in Central Europe / part of a visit / to all our subsidiaries /
that / I am making.
3. to consult with you / I will take the opportunity / about our strategic plan /
for Central Europe, / which / for some time / we have been working on.
47
4. I would also like / our production facility / while I am in Moscow / to visit /
and if there is time, / as well / some of the local suppliers.
5. I will contact you again / when / I can travel / the exact dates / as soon as I know.
Ex. 3. Put the lines in the emails below in the correct order.
Email 1
I am writing to thank you ….1….
The meetings were very productive, and ...4….
As well as the business side of things, ….7….
The next time that you are in Munich …11….
Please give my regards …….
for your hospitality ……
during my recent trip to Paris. ……
I really appreciated the time you took …..
I am sure that they lay the basis for ……
to show me Notre Dame, and ……
to your colleagues in the Paris office, …..
the wonderful meal that we had afterwards. ….
a good long-term business relations. ….
it will be my pleasure to return your kindness. ….
it was a great pleasure to meet them all. …15….
Email 2
Thank you for taking the time to attend…1….
Unfortunately, we have to inform you that …..
As we mentioned in the interview, we had …5….
While we were impressed with your interview, …8…
We appreciate your interest in….12….
many applicants for this position …..
your application has not been successful. ……
an interview with you last week. …….
we did not feel ….
working with us, ….
that you have the necessary skills ….
and we would like to take this opportunity …..
and experience for the position. ….
and the standard for candidates was very high. …..
to wish you every success in the future. …15….
48
Ex. 4. Study some rules of the use of the definite article with the proper names
which is especially important for business correspondence.
The is used before:
· names of cinemas (The Odeon), hotels (The Ritz), theatres (The Lyceum),
museums (The Louvre), newspapers/magazines (The Telegraph but:
Newsweek), ships (The Bounty), institutions (The UN), galleries (The National Gallery)
· names of rivers (the Mississippi), seas (the Red Sea), groups of islands/states (the Virgin Islands, the USA), mountain ranges (the Urals),
deserts (the Gobi desert), oceans (the Pacific), canals (the Panama Canal)
and names or nouns with “of” (the Tomb of the Kings, the Garden of
Eden)
Note: the equator, the North/South Pole, the north England, the
South/West/North/East
· titles (the Pope, the Duke of Norfolk, the Queen), but: “The” is omitted before titles with proper names. Queen Alexandra
The is omitted before:
· names of countries (Portugal, but: the Argentine, the Netherlands, (the)
Sudan, the Hague, the Vatican City), cities (Lisbon), streets (Regent Street,
but: the High Street, the Strand, the Mall, the Bristol road, the A4, the M1
motorway), squares (Constitution Square), bridges (London Bridge, but:
the Bridge of Sighs, the Forth Bridge, the Severn Bridge, the Golden Gate
Bridge), parks (Regent's Park), stations (Waterloo Station), individual
mountains (Everest), islands (Malta), lakes (Lake Ontario), continents
(Asia)
· two-word names whose first word is the name of a person or place. Charles
de Gaulle Airport, Buckingham Palace but: the White House, (because the
first word “White” is not the name of a person or place)
· banks, hotels pubs, restaurants and shops, which have the name of their
founder and end in -s or -‘s. Selfridges, Barclays Bank, Harry’s Pub but:
the Black Swan (pub) (because “Black Swan” is not a name of a person or
place)
Ex. 5. Add articles, if necessary, to the following extract from a business letter.
SHIPMENT OF A CARGO OF WHEAT ABROAD
On ... 12th of ... August 2007 ... Russian Chamber of Commerce concluded
... contract with ... foreign firm for ... sale of ... cargo of 6,000 tons of ...
49
wheat. ... wheat was to be shipped in ... September. ... sellers chartered ... S.S.
“Martha” for ... transportation of ... wheat. About ten days before ... expected
arrival of ... vessel at ... port of loading, ... shipowners informed ... sellers that
... s.s. “Martha” had been in collision with another boat during ... dense fog in
... Mediterranean Sea and would not be able to arrive at ... port of loading before ... end of ... September. ... sellers had at their disposal ... larger vessel of
6,500 tons. Therefore they sent ... telegram to .. buyers asking them to accept
6,500 tons of ... wheat instead of 6,000 tons. ... buyers agreed, but requested ...
sellers to ship ... wheat in ... first half of ... October. ... sellers consented to
postpone ... shipment of ... cargo in accordance with ... desire of … buyers,
and ... cargo was shipped on ... 10th of October.
Ex. 6. Test your skills in translating the sentences. Pay attention to nouns with
articles.
1. Обращаю Ваше внимание на письмо от 10 октября, в котором Вас
просили погасить долг в размере $590, числящийся за Вами с июля.
2. Пожалуйста, вышлите мне каталог и прейскурант с ценами с.и.ф. порта Гавр.
3. Я хотел бы получить информацию о Ваших курсах английского языка, которые начинаются в апреле сего года.
4. У нас имеется широкий выбор свитеров для всех возрастов.
5. Книга, о которой Вы пишете, издана не нами, а издательством «Гринхилл Эдюкейшн Лтд.».
6. Товары, о которых Вы спрашивали, упоминаются на стр. 31 – 34 под
каталожными номерами Н32 – Н37.
Ex. 7. Look through the samples of business letters of Units IV – VII (Correspondence) from the textbook and prepare a short test on nouns and articles
(10 - 15 sentences). Mind the use of articles with the names of companies,
banks, with countable and uncountable nouns, in expressions used in letters.
Quiz.
There no articles in the emails below. Insert them where necessary. Revise
grammar rules to give reasons for your choice.
Email 1
You will all be aware that we have been interviewing candidates for position of Marketing Director. I am now pleased to inform you that we have ap50
pointed excellent candidate, Simone Verhart. Simone has worked in marketing
for over fifteen years and I am sure that she will be valuable member of team.
I would like to invite you to short lunchtime reception in Conference Room
2 next Tuesday 5 Feb where you will have chance to meet Simone on informal
basis. Refreshments will be available. Please let me know if you can come so
that I can estimate numbers.
Email 2
I am writing re our order for 1,000 pieces of footwear, reference VK899.
Money was transferred to your accounts on 23 January and we still haven’t received goods. You promised in your email of 15 Dec that you would ship
within 7 days of firm order.
I called your office this morning but secretary told me that you were away
until tomorrow (Thursday). Please call me in morning and let me know what
is happening. We have customers waiting for pieces and delay is causing for
to lose business.
UNDERSTANDING THROUGH LISTENING
Ex. 1. Stephanie Strahl is a lawyer from Geneva. She wants some new furniture for her office. She phones Laporta, a furniture company in London. Listen
to the first conversation and note her details on the pad below.
Contact name: ……………………..…………….…….….….
Name of company: ……………….……………..………..….
Address: ………………………………………….……..….…
Telephone: ……………………….……………………..….…
Action: ………………………………………………………..
Ex. 2. The next day the brochure was sent to her with an accompanying letter.
Read the letter and find three errors. Answer the questions below.
1. Why does Antonio Laporta write Ms Strahl and not Mrs Strahl? Why
Yours sincerely and not Yours faithfully?
2. Which expressions in the letter mean the following?
a. I am sending…
b. a wide selection
c. helping you
d. for people of all incomes
51
LAPORTA
24 Southwark Street London SEI ITY
Ms Stephanie Strahl
14 October 2007
STRAHL & FIRONI
30, Avenue de Fronteneux
CA – 1207 Geneva
Dear Ms Strahl
Following our conversation please find enclosed our latest brochure.
You will see we have a full range of office furniture to suit all budgets. You
will find the Literatura range on pages 23 – 25.
Thank you for choosing our company. We look forward to being of service
to you.
Yours sincerely
Antonio Laporta
Antonio Laporta
Ex. 3. Complete the dialogue below with the expressions from the first conversation (in the box below). Then listen to the second conversation and check.
Sorry, that’s…
I’ve got that.
Go ahead.
Go on.
That’s right.
I didn’t catch…
Have you got that?
Can I read that back to you?
A: Would it be possible to send me a brochure?
B: Yes, of course. Let me take your details.
A: Ready?
B: Yes. ……………………1
A: My name’s Daniel Aubert.
B: Sorry, ………… ……………. …………2 your last name.
A: Aubert.
B: Daniel Albert.
A: No, it’s Aubert.
B: OK. …………….. …………….. ………….3. ………….. ………….4.
A: And my phone number’s 00 41 22 78…
B: …………… ………………500 41 22…
A: …78 24 60 54. …………. ……………. ……………... …………….6?
B: Yes, I think so. ………… ……………. …………… ………. ………..
…………… ………………..7? 00 41 22 78 24 60 94.
A: 54.
B: Sorry, 54.
A: …………….. ……………..8.
52
Ex. 4. Read the conversation from Ex. 3. Imitate the intonation and mind the
stress. Note that if we want to correct someone, we stress the word or the part
of a word we are correcting!
Ex. 5. Have similar conversations with a partner. Take it in turns to give:
· your name, address and telephone number,
· a credit card or identity card number with the expiry date or issue date.
Ex. 6. Stephanie agrees to place an order and receives a quote from Laporta.
Before listening to the third conversation read the letter and answer the questions.
LAPORTA
24 Southwark Street London SEI ITY
Customer: Strahl & Sironi
By Fax
Quote
Items
1 x Literatura desk
Ј690
1800 x 1500mm
1 x drawer filing cabinet
Ј310
Available in beech and cherry
Sub-total
Ј1000
VAT
Ј175
Transport
Ј90
_________ _____________________________________ ____________
Grand total
Ј1265
Delivery time 4 – 6 weeks.
We hope this offer suits you and we look forward to processing your order.
Please confirm in writing.
1.
2.
3.
4.
What items of furniture does she want?
What is the total price of these items?
What does she have to decide about them?
If she accepts the quote what does she have to do?
Ex. 7. Stephanie calls Laporta back. Listen and answer the following questions.
1. How much of a discount does Stephanie get?
2. Why does age decide to order a chair?
3. Why does Laporta say he can’t give her a discount for the transport?
4. When does she have to pay?
5. How will Stephanie confirm the order?
53
Ex. 8. Fill in the gaps with the appropriate words and word combinations.
Listen to the third conversation again and check. Read the conversation in
pairs aloud.
Laporta: Good morning. Laporta.
Strahl: Mr Laporta? This is Stephanie Strahl. Thank you very much for your
____1____ for the Literatura furniture. I’d like to ___2____ but I find it a
bit expensive. Is that your __3___ price?
L: For two items, yes, I’m afraid it is.
S: Aha. What about three items? Could you perhaps ____4_____ on a desk, a
filing cabinet and a chair to go with the desk?
L: I think I could give you 15%.
S: So, 15% off Ј1000 makes Ј800.
L: No, that’s not ___5____. Actually, I said 15% not 20% – so I make it Ј850.
S: Oh, yes, _____6___. You’re right. 15% off each item. And the chair?
L: I have a very nice one ___7___ at Ј150. Leather and chrome.
S: OK, ____8___. What about the transport? Is there any chance of a discount
on that?
L: I’m afraid I can’t reduce that because it’s another company which does
____9____.
S: Ah, and the delivery ____10____ of eight weeks?
L: Well, we have everything in stock, so if you ____11___ today you can get
everything to you within thirty days.
S: Oh, _____12____. _____13____ thirty days after delivery?
L: Oh, I think thirty days after the order would be better.
S: Mm. Fine. I’ll send an e-mail to ____14____.
L: Thank you, Ms Strahl. I look forward to ______15______.
Ex. 9. Decided what Stephanie Strahl (from listening) could write to confirm
her order. Write her e-mail to Laporta.
Ex. 10. Look at the letters below and decide what Mr Harwood and Mr
McGregor might have spoken about on the phone on the 18th of April. Restore
their conversation with a partner. Use the suggested beginning and ending.
McGregor: McGregor’s speaking.
Harwood: Good morning, Mr McGregor. This is James Hardwood speaking.
Thank you very much for your letter. …………………...…
McGregor: Thank you, Mr Hardwood, for reconsidering your prices. I’ll send
you a letter to confirm.
Harwood: OK, Mr McGregor, I look forward to your confirmation. Bye.
54
Letter 1
17 April 2007
Dear Mr Hardwood
Thank you for your offer of 15th April for the delivery of Cable.
Unfortunately we have to tell you that we find your prices much higher than those
of other firms who have made us similar offers.
We could make use of your offer and place our order with you if you reconsider your prices and reduce them at least by ten percent. As far as the terms of
delivery and conditions of payment they are quite acceptable to us.
We are looking forward to your favourable reply.
Yours sincerely
Arnold McGregor
Arnold McGregor
Letter 2
19 April 2007
Dear Mr Hardwood
Referring to our telephone conversation yesterday, I am writing to confirm
my order for 10,000 meters of cable instead of the previous 8,000 meters.
The price agreed was Ј0.5 per meter with payment at ten days after the delivery. You promised delivery within twenty days after the order.
Thank you once again for reconsidering your prices and look forward to receiving the good in due course.
Yours sincerely
Arnold McGregor
Arnold McGregor
EVALUATING THROUGH WRITING
WRITING A MEMO
A memorandum (plural memoranda, abbreviation memo [`meməu]) is a
very common form of business communication which is exchanged between
members of the same organisation. It can be a brief note for the files or a reminder to someone. A longer memo to an English-speaking member of staff
may need almost as much care as a letter to a client.
Personalized memo paper, usually intended for scribbled notes within the
office, can also be practical.
Most companies print their own memo stationery, but the layout is more or
less the same. There are 4 main headings (To:, From:, Date:, Subject:/Re:).
55
The memo usually focuses on one message or piece of information, and
often requests action to be taken. It may be sent to a single person or a group
of people. There are many different techniques used in memo writing, but several basic rules should always be applied:
Ш Since memos are a little less formal than business letters, it is best to
use simple language and a neutral tone.
Ш Keep your memo clear. Use short, simple sentences.
Ш A memo should not be any longer than one page. Most people do not
have to read long memos.
Ш The opening and closing formula can be more direct, and less formal
than in a letter.
Ш No signature is required at the end. However the person who has written the memo may put his/her initials, but not his/her full name.
Task 1. Now read the memo below and match the parts of the memo (1 – 6)
with the descriptions (a – f).
BLOGGS & BLOGGS
MEMO
1.
To: All staff
From: Michael McGovern, I.T. Centre
2. Date: 18 August 2007
3. Subject: Computer Access
4. We will be upgrading the software installed on the network over the
weekend. It is therefore possible that you may have problems accessing
your computer on Monday morning.
5. If this is the case, please do one of the following:
Ё Press the restart key when the ‘access denied’ message comes up.
Ё Phone extension 2291 for help from a technician.
6. We are doing everything we can to make sure things go smoothly
and will be glad to help if you have any problems or queries.
MM
a)
b)
c)
d)
e)
f)
The body off the memo.
A short heading which tells you what the memo is about.
When the memo is sent.
The conclusion of the memo, which often recommends a course of action.
Name of the person to whom the memo is sent.
A brief introduction to the memo giving the most important information.
56
Task 2. Look through the following memos and comment on their structure
and style.
1)
MEMO
Date: 11 Feb
From: Manager
Subject: Order No. 356
To: Sales Supervisor
Please write and tell the Court Hotel that we are sorry that we made a mistake with their order. (Instead of 1,000 bottles of orange juice we sent
1,000 bottles of shampoo!).
Their address is Chilcompton, Bath, BA3 4SA, UK.
Our delivery vans will be in their area at the beginning of next month. We
will deliver the juice then and collect the shampoo.
2)
Task 3. Write a memo after having read the following information.
Imagine you are the Manager of the computer section of StorFinans Bank,
Nygatan 47, Stockholm, Sweden. Some time ago you ordered a large quantity
of computer paper. The paper arrived yesterday but it was the wrong colour:
you ordered white and they sent green. Write a memo to your secretary asking
to write to Anneka van Ek and complain. Her address is: Computer Supplies,
84 Ave Franklin Roosevelt, 1067 Brussels, Belgium.
57
PROJECT
Task 1. Collect information on a company operating in your country (e.g.
Horizont, Atlant). Study the range of goods they offer. Think of or find out
possible discounts they give to wholesalers, regular buyers, companies as well
as persons. What are their regular terms of delivery and payment? Who does
the delivery? Prepare a report on what you have investigated.
Task 2. Use your imagination to think out two companies (a Seller and a
Buyer) and their activities in detail (location, history, goods they sell or produce, partners, policy of working with customers etc). In groups, role-play a
whole customer-supplier sequence between the companies.
PROBLEM ISSUES
Revise the material of Units IV – VII (Correspondence) from the textbook and
be ready to speak on the following issues. Make use of the new vocabulary
you acquired.
Business Letter Format
· Optional parts of business letters.
· Indispensable parts of business letters.
· The rules of addressing envelopes.
· The two styles of a business letter layout.
Inquiries
· The reasons for sending enquiries.
· The procedure of enquiring.
· Information the Buyer must write in an enquiry.
· The rules of replying to enquiries.
Offers
· The reasons for writing orders
· Information the Seller must include in an offer.
· The difference between a firm offer and an offer without engagement.
· The rules of accepting or declining offers.
Orders
· The procedure of ordering.
· Information the Buyer must include in an order.
· A typical customer-supplier sequence.
58
MODULE 3____________________________________________
Self-study material for Units YIII-X (Business) from the textbook.
ECONOMY
COMPANIES
MANAGEMENT
VOCABULARY FOCUS
One of the ways in which vocabulary is stored in the brain is by related
groups. Words which have some kind of connection are kept together in the
brain. For example, these words are connected by topic:
company /shareholder /board of directors /proprietorship
Ex. 1. Circle the word that does not belong in each horizontal group.
1. business
company
society
subsidiary
2. salary
manager
salesman
employee
3. finance
product
research
marketing
4. distributing
selling
assembling
promoting
5. end user
customer
client
distributor
Ex. 2. Go through the words and expressions you would like to revise in this
module and put them into related groups.
Ex. 3. Use a dictionary if necessary to find out what the following abbreviations stand for. Continue the list with 5 – 10 other commonly used abbreviations.
Adv., C/A, COD/c.o.d., D.D.D., exps., F.Y., GNP, IFC, I.M.F., inv., IOU,
L/C, lb., Ltd., M.P., O/D (OD),Re: Att., p.w., R, SEC, St.Ex., TM, tx., VAT.
Ex. 4. Find in the English abbreviations for the following Russian expressions.
Как можно скорее; общество с ограниченной ответственностью; закрытое акционерное общество; то есть; также известный как; нашей эры;
таможня; дневная заработная плата; дюжина; через день; бесплатно.
59
Ex. 5. Match the words with the definitions below.
stock
shareholder
assets
ownership
charter
debts
liabilities
retail
partnership
tax
1 Owner of shares.
2 Money lent to a government in return for interest; shares in the capital of a
business company.
3 Anything owned by a person, company, etc. that has money value and that
may be sold to pay debts.
4 Right of possessing.
5 A business owned by two or more people.
6 An amount of money that you have to pay to the government so that it can
pay for public services.
7 The sums of money which a company or organization owes, for example
because it has made promises or signed an agreement.
8 Written or printed statement of rights, permission to do something, especially from a ruler or government.
9 Payment, which must be, but has not yet been, paid to somebody; obligation.
10 Sale of goods (usually in small quantities) to the general public, not for resale.
Ex. 6. Complete the sentences with the words from the box below.
single
ownership
sole proprietorship
flexibility
individuals
liability
own
to operate
directors stock
1. There are three major legal forms of … : sole proprietorship, the partnership and the limited company.
2. A sole proprietorship is owned and operated by a … individual.
3. A … … can be dissolved as easily as it can be started.
4. A sole proprietorship offers the owner freedom and … in making decisions.
5. A partnership is an unincorporated enterprise owned by two or more … .
6. One partner may possess the management skills … … the firm.
7. In partnerships, the unlimited … is both joint and personal.
8. Limited companies are separate from the people who … and manage them.
9. The owners of limited companies elect a board of … at an annual meeting.
10. Shareholders of corporations can only lose the amount of money they have
invested in company … .
60
Quiz.
A) Read the definitions below and add suitable words to the puzzle.
1
5
2
3
4
6
8
7
10
9
12
11
13
14
15
16
17
18
19
20
21
7
9
4
3
1
8
0
1
5
1
6
9
8
1
7
1
0
2
1
1
2
Across:
1. A business firm. (7)
5. The person in charge of a firm or a
department. (4)
8. ‘We don’t sell a ..., just a few.’ (3)
9. The amount of money provided for
some purpose. (6)
13. To change so as to make better. (5)
15. ‘My opposite number on the retail
... (4)
16. The sale of goods to the public. (6)
17. What you listen with. (3)
18. ‘We pay them commercial ...s.’ (4)
19. A large container for storing water or
oil. (4)
20. ‘In the past, the primary activities ...
to be in newspapers.’ (4)
21. To set aside for a particular purpose. (8)
61
Down:
2. Operating in several different
countries. (13)
3. Do something. (3)
4. Japanese currency unit. (3)
6. Companies that are owned by
other companies. (12)
7. A thought or plan. (4)
10.Difficulties that have to be solved.
(8)
11.A method for getting work done.
(6)
12.To let the public know about
one’s company or its products. (9)
14. A place where goods are bought
and sold. (6)
B) Choose the best option.
1. Of the following, which are advantages to a single proprietor?
a) Unlimited liability.
b) Mutual agency.
c) Ease in obtaining funds.
d) Control over decisions.
2. An advantage of a partnership over a single proprietorship is
a) limited liability.
b) greater specialization of management.
c) less "red tape" in forming the business.
d) unlimited liability.
3. Which of the following is not true of a corporation?
a) Unlimited liability.
b) Ease in obtaining funds.
c) Lower tax rate on corporate income than on persona income.
d) Greater efficiency brought about by greater size.
EVALUATING THROUGH READING
GETTING INFORMATION FROM THE TEXT
(Phases of Reading)
There exist three different phases of reading in order to get as much information from the text as possible, to comprehend and evaluate it properly.
1) The Anticipation phase in which students think and ask questions about the
topic they are about to study.
2) The Building Knowledge phase in which students make sense of the material, answer their prior questions, find new questions and answer those too.
3) The Consolidation phase in which students reflect on what they have
learned, ask what it means to them and ponder how they can use it.
Before you read (the anticipation phase) do the following:
- Look at the heading and try to recollect as much information as possible
on the topic of the text and the problems related to it.
- Think over and write down several questions you would like to learn
from the text.
Reading (the building knowledge phase). During this phase do the following:
- Skim the text to understand its main points.
- Read the text once again to understand details and make a summary of
each paragraph.
- Answer the questions you put down before reading the text.
62
- Think of some more questions to the text and answer them too.
Critical thinking (the consolidation phase). Do the following:
- Fill in the chart.
What do we know
What do we want to know
What did we learn
- Summarize the main idea.
- Reflect on how the information you have learned from the text changes
what you thought earlier.
- Think over how you can use this information.
Text A
Before reading the text about global production consider the following questions:
A. 1. What criteria do you think global companies use when they choose the
location of their manufacturing operations around the world? Some examples are labour costs, education level of the local workforce, and political stability. Can you think of others?
2. It has become increasingly common for organisations to subcontract
some aspects of their activity to outside companies. Typical examples
are catering (the company restaurant) or security (protecting the buildings). What, in your opinion, are the advantages and disadvantages of
subcontracting work in this way?
B. Think over and write down some more questions you would like to learn
from the text about global companies.
LOWEST COST ISN’T ALWAYS THE ANSWER
Lower tariffs and new markets opening to foreign investment have complicated the decision about how manufacturing should bе organised, says Nikki
Tait.
Visit any western toy superstore, and most of the basic products will say
'Made in China or, perhaps, Malaysia or Indonesia. Until, that is, you reach the
Lego section. Suddenly, the boxes are more likely to identify Denmark, Switzerland or the US as the country of origin.
It might seem logical that a global company, selling into a multitude of
country markets and measuring its market share in global terms, should place
production facilities wherever costs are lowest. But Lego, the privately-owned
Danish company, has for years concentrated its manufacturing in Europe and
the US, arguing that this best satisfies design and quality requirements. For
Lego the notion of cost is only a small part of the production picture.
So how does a global company go about organising its manufacturing net63
work? The decision has become more complicated over the past two decades
due to a number of factors. On the one hand, trade barriers across much of the
world have declined sharply. Simultaneously, a range of new markets - notably in Asia and Eastern Europe- has opened to foreign investment.
This has made global production much more possible. But it has also reduced the need for many overseas plants. Markets that previously demanded
local production facilities - because tariff levels made importing far too expensive can now be supplied from other countries.
Plainly, in this newly-liberalised environment, basic manufacturing costs
do become more significant. But there are limits to a purely cost-driven approach. Many companies have built their current production structure through
acquisitions over a number of years, rather than in a planned way.
Another problem is that costs themselves can be subject to rapid change,
making today’s Indonesia, for example, tomorrow’s Hong Kong. This adds a
further dimension to any global company’s investment decision-making. The
reality is that manufacturing businesses also need to think: how quickly can
we pull the plug?
Some companies have addressed this issue through what is called the 'part
configuration’ model. This involves selecting a number of regional manufacturing bases which are viewed as longer-term investments, and augmenting
them with lower-skilled assembly plants, which can more easily be moved between markets.
The availability of suitable employees also needs to be examined when investment decisions are being made. There may be close links between manufacturing and product innovation and if too much focus is put on low-cost assembly operations, product innovation tends to suffer.
Perhaps the hottest topic is whether a global company needs to be a producer at all. Outsourcing of production to other suppliers gives a company
more flexibility, and fits well with a global strategy. A business may be better
placed to supply differentiated products into different regional markets, and it
can probably adjust more swiftly to changing cost considerations. These operational advantages come in addition to the financial benefits of outsourcing,
such as lower capital employed.
But there can be pitfalls. Perhaps no company exemplifies the outsourcing
trend better than Nike, the sports shoe group. On paper, its strategy of subcontracting the production of its shoes to local factories looks eminently sensible.
But these arrangements have turned into a public relations disaster in recent
years, as human rights campaigners have complained of ‘weatshop’ conditions
in many of the Asian plants producing Nike products. Lack of ownership, it
seems, does not bring freedom from responsibility.
64
Reading Tasks
Ex. 1. Answer the following questions.
1. Where are most simple toys manufactured and why?
2. Why does Lego do things differently?
3. What is the reason for a global company to have a ‘part configuration’
model?
4. According to the text, what are the advantages and disadvantages of ‘lowcost assembly plants’?
5. What are the operational advantages of outsourcing?
Ex. 2. Mark these statements T (true) or F (false) according to the information
in the text Find the part of the text that gives the correct information.
1. The main reason to have overseas plants is to be close to local markets.
2. A lot of plants are now being located in Eastern Europe.
3. Imports to many markets are now cheaper.
4. The number of overseas plants is increasing.
5. Cost is the main factor in choosing the location of a foreign plant.
6. Outsourcing production to subcontractors gives a company more flexibility.
Ex. 3. Look through the text once again and say what the words in italics refer to.
Vocabulary Tasks
Ex. 1. A) The article deals with the question about where to locate 'production
facilities'. Three other words are used in the article with a similar meaning to
'facilities'. What are they?
B) What other word is used in the article with the same meaning as 'production'?
Ex. 2. Find a word or phrase in the text that has a similar meaning.
1. amount in percentage terms of a company's sales compared to its competitors (para 2)
m…arket………
s…hare…..
2. organisation of a company’s production facilities around the world (para 3)
m................
n...................
65
3. legal or financial regulations to protect a country's domestic producers (para
3)
t................
b....................
4. amount of taxes on imports (para 4)
t …………
l…………..
5. strategy based mainly on keeping costs low (para 5)
с..................
d..................
a...................
6. companies bought as part of a strategy of expansion (para 5)
a...................
7. factory which puts together parts of a machine manufactured elsewhere
(para 7)
a..................
p..................
8. products that are specially prepared for different market needs (para 9)
d...................
p...................
9. getting other companies to make products to your specification (para 9)
o...................
10. money invested in the business operations of a company (para 9)
с...................
e...................
11. extremely bad working conditions, with low pay (para 10)
s...................
с...................
Ex. 3. Match these terms with their definitions.
1)
2)
3)
4)
5)
6)
notably (para3)
augmenting (para7)
links (para8)
swiftly (para9)
exemplifies (para10)
eminently (para10)
a)
b)
c)
d)
e)
f)
is a typical example of something
especially, particularly
a relationship or connection between two things
quickly
very, extremely, completely
increasing something by adding to it
Ex. 4. Use an appropriate word from Exercise 3 to complete each sentence.
1. The success of the engineering company ABB exemplifies the ability of
an organisation to think globally and act locally.
2. We recruit our future international managers from the top business schools,
................... Harvard, INSEAD and London.
3. Many business schools and management faculties have close ...................
with industry.
4. Our new Chief Executive was easily the best candidate for the job. In fact,
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he is ............... suitable for this position.
5. During the busy months of the year we deal with the extra work by
................... our full-time staff with temporary employees.
6. If incorrect and potentially damaging news is reported about the company
in the press, it is important to move ................... to deny it.
Critical Thinking Tasks
Ex. 1. Some of the main benefits for a company that is listed on the stock exchange are that it can raise capital by issuing new shares, and it can also use
its own shares as payment when acquiring or taking over another company.
But there are some disadvantages too. What do you think they are? Write them
down.
Ex. 2. Most big international companies are listed on the stock market. But
Lego is not. What do you think the reasons are? Innumerate them.
Text B
Before reading the article below think over the following questions.
1. The phrase ‘think global, act local’ is often quoted. What does it mean to you?
2. A lot is said and written about ‘global organisations’. What do you understand by this phrase? Which organisations are global, in your opinion?
Why?
PERSPECTIVE: THE MYTH OF THE GLOBAL EXECUTIVE
The key to success is to combine corporate culture with local knowledge
and include, not reject national characteristics, writes Tony Jackson.
Multinationals running their various businesses the same way all over the
world may have been perfectly acceptable 30 years ago, but it is not the way
today. Nevertheless, the vast majority of even the biggest companies still have
a culture rooted in their country of origin. Changing that is one of the biggest
challenges to becoming genuinely global.
Richard Greenhalgh, head of management development and training at the
Anglo-Dutch consumer group Unilever, says that in a few areas, such as integrity and the Unilever code of conduct, corporate culture takes precedence.
‘But you need a balance between having a very international cadre and
having a national presence,’ he says. ‘A few years ago, we were concerned
that we had too many expatriates. Five years ago, three of our four business
heads in Italy were expatriates. Now they're all Italian. In a consumer business
67
like ours, that’s important.’
The global executive, in fact, may be something of a myth. According to
Mr Greenhalgh the use of expatriates goes against the policy of providing career ladder for local managers.
In tact, however global the company may be, it remains necessary to manage people differently in different countries. Within Europe, Mr Greenhalgh
says, Unilever has traditionally been much more open with managers in northern than southern countries, on matters such as where they stand in the salary
scale or what their prospects are. But that is changing, he adds. A younger
generation of managers is more likely to have travelled when young, and
many have taken an MBA in the US.
Behind this lies the most fundamental problem of all: the fact that apart
from a handful of companies, even the biggest corporations are dominated by
the culture of the home country. ‘Outside that handful,’ says Lowell Bryan, a
senior partner with McKinsey in New York, ‘companies are very German, or
very British, or very American. And in the case of US companies they assume
globalization means Americanising the world. At least others don’t have that
arrogance.’
But if the members of top management are all nationals of the home country, it makes it much more difficult to attract and keep talented and ambitious
managers from other countries. In fact, the problem lies not in attracting people – a talented Indian or Korean manager will typically want early experience
with a multinational -but in keeping them. ‘People will join the company to
learn,’ Mr Bryan says, ‘but unless they feel they’re part of the core company,
they’re going to leave, and exploit the brand status of the company in their
next job.’
So given the importance of local cultures within the global company, an
obvious question is how to appraise and identify talent around the world on a
consistent basis. Unilever, Mr Greenhalgh says, has been working on this for
the past four years.
‘We’ve been developing a set of eleven management competencies we can
use worldwide’, he says. The aim is to have a clear objective measure of potential. We measure such things as entrepreneurial drive, the ability to lead
and develop others, and integrity. That makes up a common core of behaviours. We’ve tested it, and so far it seems to be culturally transferable.’
Reading Tasks
Ex. 1. Answer the following questions:
1. Which of these statements gives the best summary of the text on the page?
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a) Having expatriates in key positions is still important for international
companies.
b) Using local managers rather than expatriates is now the objective of
most companies.
c) Developing managers from around the world who share the company's values is essential for global success.
2. According to Lowell Bryan of McKinsey, how many international companies are not dominated by the culture of the home country – a lot, or just a
few? What is the phrase he uses?
Ex. 2. Mark these statements T (true) or F (false) according to the information
in the text Find the part of the text that gives the correct information.
1. Few companies are genuinely global.
2. The use of expatriates is growing at Unilever.
3. Corporate culture is more important than local needs in most areas of management.
4. Recruiting local managers is difficult for many organisations.
5. It is important to offer a career path for local managers.
6. Unilever manages people differently in different countries.
7. Many multinationals impose their British, French, German or US approach
to business on all their subsidiaries.
8. Unilever believes it is difficult to have a consistent measure of management potential worldwide.
Ex. 3. Choose the best option.
1. Richard Greenhalgh thinks a younger generation of managers is more
likely to have travelled and taken MBAs abroad (para5). Choose the best
explanation for the statement.
a) they will be more ambitious and want higher salaries;
b) they will have a better understanding of business issues;
c) they will be more international in their attitudes.
2. Lowell Bryan says that some local managers will leave and ‘exploit the
brand status of the company in their next job’ (para7). What does this
mean?
a) they will take information about the company's products to a new
company;
b) they will get a good job in a new company because of the reputation
of their old company;
c) they will get good jobs as brand managers in a new company.
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3. Greenhalgh lists ‘entrepreneurial drive’ as one of eleven management
competencies selected by Unilever (para9). Choose the best explanation for
the phrase.
a) willingness to take risks in order to achieve goals;
b) previous experience of running a company;
c) someone with an outgoing personality.
Vocabulary Tasks
Ex. 1. Match these terms with their definitions.
1) rooted in their country of origin
2) takes precedence
3) a myth
4) more open with
5) where they stand
6) a handful of companies
7) ‘Americanising’ the world
a) something people believe but which is not
true
b) to be strongly influenced by your home
culture
c) to come first, to have priority
d) to turn everything into a copy of America
e) their position
f) a small number
g) give more information
Ex. 2. Complete the chart.
Verb
globalise
appraise
3 ...................
5 ...................
7 ..............….
9 ..........…….
identify
13 ...................
Adjective
global
1. appraisal
consumer
6 ...................
transferable
10 ............….
11 .................
14 .................
Noun
globalisation
2 ..................
4 ...................
corporation
8 ...................
success
12 .................
measure
Ex. 3. Choose the best explanation for each of these words or phrases from
the text.
1. code of conduct
a) rules of behaviour in business
b) rules about use of company cars
2. international cadre
a) a special group of managers who work internationally
b) a clear strategy for working internationally
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3. career ladder
a) way of moving quickly to the top of the organisation
b) way to make step-by-step progress in an organisation
4. salary scale
a) range of salaries related to particular jobs"
b) balance between salary and annual bonus
5. prospects
a) potential new clients
b) future developments in your career
6. core company
a) the group of people at the heart of the company
b) a special group of company consultants
7. appraise
a) congratulate people
b) evaluate people’s skills
Ex. 4. Use an appropriate word or phrase from Exercise 3 to complete each
sentence.
1. Most ambitious young people want to join an organisation with a clear career ladder so they can see how their career will develop.
2. Socially responsible companies include business ethics in their ..................
3. A graduate who joins a large international company will probably have better ....................... than one who joins a small family company.
4. The purpose of the annual meeting between a manager and his or her subordinates is to ............................. the subordinates’ job performance.
5. Government organisations usually have a fixed .................. which links pay
to job grades.
Critical Thinking Tasks
Ex. 1. The phrase ‘corporate culture’ is used several times in the article. How
would you define it? Give some examples of elements which make up the corporate culture of an organisation.
Ex. 2. Greenhalgh says that ‘Unilever has traditionally been much more open
with managers in northern than southern countries’. What do you understand
by this, and why do you think Unilever had this policy?
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TARGETTING GRAMMAR
Ex. 1. English tenses have two elements of meaning: time and aspect. Time
refers to when, and aspect refers to how the speaker sees the event. There are
three main aspects in English: Simple (or Indefinite), Continuous (or Progressive) and Perfect.
Match the definitions below with the correct name of the aspect.
1. It describes an event which is temporary, incomplete or in progress.
2. This aspect describes an event, which is permanent, complete, habitual, or
a simple fact.
3. This aspect describes an event, which relates to two different times. The
event is completed at an indefinite time before another time.
Ex. 2. A) Write out and place in the appropriate column in the box below the
sentences from texts A and B according to their aspect.
Simple
Continuous
Perfect
B) State the tense forms in these sentences.
Ex. 3. Present Perfect Simple versus Present Perfect Continuous.
The Present Perfect relates a past action to the present. The Present Perfect
Continuous emphasizes the length of time that the activity has lasted, over
hours, days, weeks, months, or years leading up to the present.
Match the following half sentences.
1 -We’ve developing a set of management
competences
-We’ve developed
2 -Unilever has been working on this
- Unilever has worked out a new way
-a new business objective
-since the foundation of the
company
-for the past four years
-how to appraise and identify
talent around the world
3 -We’ve tested a new management approach
-We’ve been testing a new management
-to make it a common core of
behaviour
-and so far it seems to be culturally transferable
-from other countries
4 -They’ve been attracting ambitious managers
from other countries,
-They’ve attracted ambitious managers
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-that’s why the company is so
successful
5 -Lots of talented young people have been
joining the company
- Lots of talented young people have joined
the company
-lately
-to learn new ways of global
management
Ex. 4. English has an active and passive voice. In passive sentences the subject of a sentence is not the doer of the action but the receiver of it.
A) Write out from texts A and B the sentences in the passive voice.
B) Translate them into Russian.
Ex. 5. Put the verbs in brackets in the correct tense form and voice.
1. More and more companies (organize) themselves along product lines
nowadays.
2. In the 1980s layers of middle management (remove).
3. Organizational structure (show) how different elements in the company
(group) together.
4. The manufacturing process of Lego (concentrate) for years in Europe and
the USA.
5. Some companies may (split) into several units.
6. The delayering process (run) its course already.
7. In functional structure a fairly traditional chain of command (put) in place.
8. Trade barriers across the world (decline) sharply over the past two decades.
Quiz.
Three of the sentence below are correct. Put a tick (v) next to them. All the
others contain mistakes. Correct them.
1. The company has expanded dramatically lately, so I’ve bought some of its
shares.
2. Honda develops many new products at the moment, that’s why it’s so
popular with the customers.
3. Until well into the 1980s, Honda’s vehicles have designed, engineered, and
built in Japan for sale around the world.
4. The Ford 2000 restructuring programme threw out the old functional departments and replaced them with multi-disciplinary product teams.
5. This car company was decentralizing in recent years. While its cars have
much the same names around the world, they became less, rather than
more, standardized.
6. I can’t decide what company to join. Perhaps I’m going to join Unilever.
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7. A one-day strike has called by London Underground staff for Friday this
week.
8. The manager said that all trainees have been working hard and were deserved a promotion.
9. In 1992, Paul was delighted to be sent to the Middle East by his company.
10. I worked as a general manager for two years now, but I still can’t used to it.
UNDERSTANDING THROUGH LISTENING
Ex. 1. Before you listen to the extract "А Multinational Oil Company" read
this short piece about the company that Richard works for. Then replace each
of the words in italics with appropriate words taken from the box below.
an increase operations
situated
main
directs
yearly
variety
competitive main offices formed
around
totals
biggest
Founded in 1896, SOTEX is now one of the largest companies in the
world. Its headquarters are located in Houston, Texas, and from here the
company controls its activities throughout the world. The principal business
of the company is in oil, but it bas a range of other interests too. The annual
turnover amounts to many billions of dollars, and despite the very though
market, the company was still able to report a rise in profits last year of approximately 15%.
Ex. 2. Now listen to the extract.
Ex. 3. Look at the following expression. Listen to the extract again, and write
down the words that Richard actually uses in place of the printed in italics.
1. … their responsibility is for searching for and finding oil
2. … in the UK and out of sea near the UK
3. … a separate company owned by Vector
4. … separate companies for cleaning crude oil and marketing
5. … operating in every part of the world
6. … to set up a number of other companies owned by the main company
7. So, they have a lot of companies controlled by and responsible to them
8. … each involved in a different area of business
9. … which has its main offices in Houston
10. … marketing petrol and other goods sold in large quantities to retailers
11. … whether that’s in every part of the world or not, I’m not sure
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12. … almost the same kind of subsidiary
13. … they will have one special vice president … responsible for that function
14. … who Vector Oil Europe report to in the end
15. … in all important ways, really, until you get to president level
16. The person in charge of VOPI
Ex. 4. Listen to the extract again, several times if necessary. Fill in the blanks
in the grid below with the relevant information from what Richard says. Some
of the blanks have already been filled in for you.
Company
Where
based?
Who do they
report to?
Responsibilities
Signal Oil of
Texas (Sotex)
Vector Tankship
Ltd
Greece
Vector Overseas
Petroleum Inc.
Vector
Petroleum UK
Vector Oil
Europe
Vector Oil
UK
Vector Oil
France
France
Vector Oil
Belgium
Belgium
Vector Oil
Italy
Italy
Ex. 5. Listen again to the extract and decide which words Richard actually
uses in the following sentences.
1. Now
once
when
we’ve produced the oil, sent it
75
down a pipeline
at the right time
to be loaded
on at anchor
into a tanker
we’ve
we’re
finished with it.
2. Now obviously a company of this size,
to set up
3. So
various
pairs of
they
we
operating
co-operating
subsidiaries.
have a lot of companies
a separate activity. So that
if we work
is responsible for
to the Responsible Four
belonging to them,
reporting to them,
up to them,
upwards then,
in exploitation
um, exploration
4.Vector Overseas Petroleum Incorporated
finding and producing oil
America
and
throughout the world, needs
outside
beside
dealing with
trading with
from – Vector Petroleum (UK) Ltd
and production only, in the UK.
exports four
is responsible for
and other fuel bearers beside
in all areas
outside
the Middle and Far
East
the Midland Forest
each
basic lists,
basically,
the United States of
oil for the stock compawhere nies
all the historic companies
had already been set up.
5. Now that leaves us
with in interest-three position
in the interesting position
a number of independent Vector companies
that
operating in
to operate in
we can move
you can have
one country.
Ex. 6. What do you think are the advantages and disadvantages of a multinational with the activity-based structure which Richard describes?
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EVALUATING THROUGH WRITING
SUMMARIES
Summaries are often found in academic work. A summary can be a helpful study tool, a learning or memory aid for information presented in reading
or lectures.
In writing a summary, make sure that you grasp the main trend of thought
in the work being summarized. Above all, you need to understand the work’s
organization clearly. To help you, concentrate on these three closely connected tasks.
1. Identify key sentences (underline them as you read): theses statements
(which sum up the major point of the whole work or its particular sections);
and topic sentences (which are developed in the rest of the paragraphs they
begin).
2. Look for the author’s own compact summaries, either at the beginning or
end of a passage, or at points of transition.
3. Finally, formulate in your own words major points that seem to be implied
by the author but not spelled out in any sentences (remembering that your
purpose is to report what is said, not to interpret it).
Remember to use appropriate linking words and phrases: the text deals
with …, the author points out that …, attention is drawn to the fact that …, it
should be noted that …, the author comes to the conclusion that …, I find the
text very … .
Task 1. Write a summary of text B. Make use of the tips above.
Task 2. Read the information below and do what it says.
Your company, a well known multinational producing components for the
car industry, has a production plant in southern Italy, an area of high unemployment The plant received Italian government and EU financial assistance
when it was built three years ago. Now, due to poor productivity levels at the
plant, the company is considering closing it down. However, there could be
social, economic and political problems if it does so. You have been asked by
the top management to write a report to present the case in favour of not closing it. Do so, giving as many reasons as you can.
77
PROJECT
Task 1. You are a member of the strategic planning team of a company that
produces PCs. Till now, the company has produced most of the components
for the PCs itself. Prepare a report for a meeting to discuss the arguments for
and against outsourcing the production of some of these components, so that
your company becomes only an assembler and distributor of the finished PCs.
Task 2. Unilever has developed a set of eleven management competencies,
three of which are mentioned at the end of text B. If you had to choose one of
these as the most important, which would it be and why? Think over what
other competencies a multinational such as Unilever might have in its list and
try to produce a list of at least five others.
Task 3. You are planning to start your own business. Write a business plan
for your company.
This is an outline of a complete business plan:
Summary: Business Concept/Current situation/Key success factors/Financial
situation/Needs
Vision: Vision statement/Milestones
Market Analysis: The overall market/Changes in the market/Market segments/Target market and customers/Customer characteristics/Customer
needs/Customer buying decisions.
Competitive Analysis: Industry overview/Nature of competition/Changes in
the industry/Primary competitors/Competitive products /services/ Opportunities / Threats and risks.
Strategy: Key competitive capabilities/Key competitive weaknesses / Strategy/ Imple-menting strategy.
Products/Services: Product/service description/Positioning of products/ services/Competitive evaluation of products/services/Future products / services.
Marketing and sales: Marketing strategy/Sales tactics/Advertising / Promotions / Incentives /Publicity/Trade shows.
Operations: Key personnel/Organizational structure/Human resources
plan /Product/ service delivery/Customer service/support/Facilities.
Creating the financials of the business plan: Assumptions and Comments/Starting Balance Sheet/Profit and Loss Projection/Cash Flow Projection/Balance Sheet Projection/Ratio’s and Analysis.
78
PROBLEM ISSUES
Revise the material of Units VIII – X from the textbook and be ready to speak
on the following issues. Make use of the new vocabulary you acquired.
Economy
· The main economic problems facing our society nowadays.
· Economics as an academic discipline.
· The basic economic questions.
Companies
· Common types of business firms; their pros and cons.
· The role of the Board of Directors and Senior Executives.
· How efficient management structures are vital for success.
· In what way global companies organize their production.
Management
· Management; its main functions.
· The responsibilities of a general manager.
· The importance of human resources development.
· Management objectives.
· What makes a global executive?
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MODULE 4____________________________________________
Self-study material for Units XI – XIII (Finance) from the textbook
If you can actually count your money, then you're not a rich man.
J. Paul Getty
MONEY AND BANKING
TAXATION
INSURANCE
VOCABULARY FOCUS
A good way to remember vocabulary is by collocations, typical word combinations. Collocation refers to the restrictions on how words can be used
together, for example which prepositions are used with particular verbs, or
which verbs/adjectives and nouns are used together. Instead of ‘think about
the option’, say ‘consider the options’. Instead of ‘a big amount’, say ‘a substantial amount’. Learning correct word combinations will help you avoid
common errors and improve your style of written and spoken English.
Ex. 1. Look back through the units XI – XIII of the textbook and find words
which can go with these key words, as in the examples.
financial
loss
central
bank
insurance
Compare your collocations with those found by other students.
80
Ex. 2. Take one word from each column to complete the collocations you need
for each space.
Column A
stock
tax
raise
monthly
savings
down
household
current
earns
business
Column B
capital
venture
account
exchange
installments
account
return
interest
bills
payment
Advisor: … and what about your bank details?
Mr Lumley: Well, I have a regular (1) _______ _______ from which we pay
all our (2) _______ _______ such as gas and water, and also a (3)
_______ _______ which (4) _______ _______ at a rate of 4Ѕ %.
Advisor: I notice you have a regular monthly payment of Ј200 going out to
JCS. What's that?
Mr Lumley: Oh yes, that'll be the settee. We made an initial (5) _______
_______ of Ј400; then we're paying the rest in (6) _______ _______ of
Ј200.
Advisor: Right, and do you have any other savings or investments?
Mr Lumley: I have some shares invested on the (7) _______ _______, but
their value has gone down to just a few hundred pounds.
Advisor: And last time we spoke, you were talking about maybe starting a new
(8) _______ _______ with a colleague.
Mr Lumley: No, that's fallen through. We couldn't (9) _______ the necessary
_______ to satisfy the bank manager. Probably just as well. It will make
filling in my (10) _______ _______ a lot easier.
Advisor: Yes, that's certainly true. It all gets very complicated if you’re selfemployed ... .
Ex. 3. Complete the fixed phrases in each space by choosing a word from the
box which collocates with the words in bold.
credit
investment
market
booming
redundant
retirement
value
bankrupt
fortune
charge
Have your shares just fallen in (1) _______ and you don't know what to
do? Or have you come into a (2) ______ and don't know how to invest it?
Well, whether you've been made (3) ______ or qualified for early (4)
______, whether your business is (5) ______ or you've just been declared (6)
_____, we are the bank for you, the caring bank. We’ve got the account for
you and can advise you accordingly. Come over to us and you will be making
a wise (7) _____. We offer some of the most competitive loans and mortgages
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on the (8) ______. Provided you maintain your account in (9) ______, and at
a minimum level of Ј500, we will offer you financial advice completely free
of (10) ______ , whenever you request it. Can’t be bad, can it?
Ex. 4. Match each sentence (1-9) with a sentence from (a-i) which has a similar meaning.
a) We have a high expenditure.
1) We have to haggle.
b) We are very thrifty.
2) We have a nice little nest-egg.
c) We let people borrow from us.
3) We spend a lot.
d) We earn according to what we sell.
4) We are in debt.
e) We argue about the price.
5) We don’t waste money.
f) We have a high income.
6) We are paid on commission.
g) We need higher wages.
7) We want a rise.
h) We owe money.
8) We lend money.
i) We have some savings.
9) We earn a lot.
Ex. 5. Underline the two words that are appropriate in each sentence.
1. Harry has a good salary. He gains/gets/makes over Ј20,000 a year.
2. Mary was awarded a grant/scholarship/subsidy to study child psychology.
3. How much did you give/pay/take for your new car?
4. Their house fetched/produced/sold for a lot more than they expected.
5. I'm going to the bank to get out/remove/withdraw the money for the rent.
6. The manager disappeared with the receipts/takings/wages from the concert.
7. By the time Kate retired she was a fortunate/prosperous/wealthy businesswoman.
8. We had a good holiday but it was rather costly/expensive/valuable.
9. Unfortunately the old painting I found turned out to be priceless/valueless/worthless.
10. We would appreciate it if you would close/settle/pay your bill as soon as
possible.
Ex. 6. Check your vocabulary while translating the sentences into English.
1. Доля налогов в цене товара не может зависеть от покупательской
способности населения.
2. Общественные расходы – это, как известно, те расходы, которые финансируются из налогообложения и государственных заимствований.
3. В Великобритании взносы в фонды социального страхования составляют почти треть от общей суммы, которая направляется на социальные расходы.
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4. Говорят, что использование нескольких национальных валют более
расточительно для ряда стран, чем использование одной общей валюты.
5. Сообщалось, что большинство европейских банков начали предлагать
счета в евро, как только была введена новая денежная единица.
6. Ссуды, представленные коммерческими банками, строительными обществами и т. п., должны рассматриваться как важнейший источник
кредита в стране.
Quiz.
A) Questions 1 – 10 are incomplete sentences. Beneath each sentence you will
see four words, marked A, B, C, and D. Choose the one word that best completes the sentence.
1. Sales representatives are often paid ________, receiving a certain
percentage of what they bring into the company.
A retail
C commissions
B retainers
D commiserations
2. Computer technology helps ________ the speed and accuracy of financial
predictions (or predictions of future profits and losses).
A enhance
C hinder
B hamper
D inhibit
3. One’s gross pay is the total amount earned before deductions like taxes,
while ______ pay is the sum remaining for individual use after deductions.
A disability
C net
B docked
D severance
4. In business law, a ________ is someone who pays rent, usually in regular,
fixed amounts, to the owner of the property.
A lease
C tender
B tenement
D tenant
5. Economic policies instituted by governments are called ________ policies.
A executive
C fiscal
B district
D occupational
6. A bank may ________ a line of credit, so that an individual or business (already proven to be financially responsible) may borrow a limited amount
of money and repay it later with interest.
A invoke
C entail
B issue
D insinuate
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7. A monthly bank statement provides a record of all individual financial
_____, such as money that was taken from or added to an account balance.
A transistors
C transactions
B transfusions
D transparencies
8. A condition called _______ exists when a company or individual is not financially able to pay employees or discharge other debts.
A incoherence
C solvency
B insolvency
D chaos
9. _______ prices are those that are higher than normal or necessary.
A inflected
C inflated
B inflicted
D illicit
10. Companies generally set aside funds to meet financial ______, or situations
that might arise for which they haven’t necessarily planned but for which
they are nevertheless financially responsible.
A constituents
C configurations
B contingencies
D continuities
B) Put the words to fill in the puzzle.
Across:
1 (n) Currency used in India.
3 (n) Money your employer pays you
every month.
5 (n) I paid too much tax last year so I
should get a _______ soon.
6 (v) Lloyd’s _______ risks worth over
$14 billion.
8 (n) If you have some money in your account you are in the _______.
11 (n) A dime is a ten-cent ______.
12 (n) Money you make when you work,
usually paid weekly, in cash.
14 (n) Natural disasters are expensive for
insurance companies because they cause a
lot of _______ to buildings and their contents.
15 (n) If you make a big claim from your
insurance company, the cost of your
_________will probably go up.
16 (n) There are _______ companies that
take on part of the risks underwritten by
smaller companies.
19 (adj) _______ currency is any currency
which is reliable and stable.
21 (n) You should always read the small
print – all the details – before you accept
an insurance _______.
22 (adj) The amount that remains after
everything else has been deducted.
24 Money used in another country. (2
words)
26 Money which has to be paid on what
you inherit is known as _______ _______.
(2 words)
27 (n) “Buck” is a slang word which
means _______
Down:
2 (n) Most people insure their personal 13 (n) Movements of money into or out of
_______ against loss, fire and theft.
customers’ accounts.
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3 (v) Exporters have to insure goods in
transit in case somebody _______ them.
4 (n) The currency unit of the United
Kingdom, based on the pound.
7 (n) _______ _______ index is an index
used for calculating the value of shares on
the Stock Exchange in New York. (2
words)
9 (v) Fortunately, I've never had a car accident, so I've never had to _______ anything from the insurance company.
10 (n) If it's no good, take it back to the
shop and ask for a _______.
14 Regular payments from a bank account
to an organisation. (2 words)
17 (v) I have a theft policy, so the insurance company will _______ me if my mobile phone is stolen.
18 (n) If the bank lends you money, you
have a bank _______.
20 (n) When I insured my house, I used a
_______ to find me the best deal.
23 (n) The unit of money in Portugal.
25 (n) "_______" is a slang word which
means $ 1,000.
1
3
2
4
5
6
8
7
9
10
11
12
13
14
15
16
17
18
19
20
24
21
22
25
26
27
EVALUATING THROUGH READING
Text A
Before reading the text discuss the following questions.
1. Have you ever been to the bank? What did you go there for?
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23
2. What different kinds of services do banks offer to the public?
3. What changes have there been in personal banking recently?
PERSONAL BANKING
A current account is an account which allows customers to take out or
withdraw money, with no restrictions. Money in the account does not usually
earn a high rate of interest: the bank does not pay much for ‘borrowing’ your
money. However, many people also have a savings account or deposit account
which pays more interest but has restrictions on when you can withdraw your
money. Banks have monthly statements listing recent sums of money going
out, called debits, and sums of money coming in, called credits.
Nearly all customers have a debit card allowing them to make withdrawals
and do other transactions at cash dispensers. Most customers have a credit
card which can be used for buying goods and services as well as for borrowing
money. In some countries, people pay bills with cheques. In other countries,
banks don't issue chequebooks and people pay bills by bank transfer. These
include standing orders, which are used to pay regular fixed sums of money,
and direct debits, which are used when the amount and payment date varies.
Commercial banks offer loans – fixed sums of money that are lent for a
fixed period (e.g. two years). They also offer overdrafts, which allow customers to overdraw an account, i.e. customers can have a debt which gives the
account a negative balance and the account provider is providing credit. If
there is a prior agreement with the account provider for an overdraft facility,
and the amount overdrawn is within this authorised overdraft, then interest is
normally charged at the agreed rate. If the balance exceeds the agreed facility
then fees may be charged and higher interest rate might apply. Interest on a
debt is calculated daily. This is cheaper than a loan if, for example, you only
need to overdraw for a short period. If your account is overdrawn, you can be
said to be in the red (as opposed to in the black or in credit).
Banks also offer mortgages to people who want to buy a place to live.
These are long-term loans on which the property acts as collateral or a guarantee for the bank. If the borrower doesn't repay the mortgage, the bank can repossess the house or flat – the bank takes it back from the buyer, and sells it.
Banks exchange foreign currency for people going abroad, and sell traveller’s cheques which are protected against loss or theft. They also offer advice
about investments and private pension plans – saving money for when you retire from work. Increasingly, banks also try to sell insurance products to their
customers.
In the 1990s, many commercial banks thought the future would be in Internet banking or online banking. Most retail banking institutions started to offer
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access to current accounts via online banking. Internet banking describes the
use of a bank's secure website to view balances and statements, perform
transactions and payments, and various other facilities. This can be very
useful, especially for banking outside bank hours and banking from anywhere
where internet access is available. But commercial banks discovered that most
of their customers preferred to go to branches, especially ones that had longer
opening hours, and which were conveniently situated in shopping centres.
Customers can receive a wide array of banking and financial services there.
Branches may provide access to cash machines, counter services and financial
advice. Cash machines allow bank customers to make cash withdrawals and
check their account balances without the need for a human teller. Many also
allow people to transfer money between their bank accounts and top up their
mobile phones’ pre-paid accounts.
Reading Tasks
Ex. 1. Are the following statements true or false? Find reasons for your answers in the text.
1. Current accounts pay more interest than savings accounts.
2. There is less risk for a bank with a mortgage than with unsecured loans
without collateral.
3. Traveller’s cheques are safer for tourists than carrying foreign currency.
4. The majority of customers prefer to do their personal banking at the bank.
5. Bank branches are now all in shopping centres.
Ex. 2. Fill in the blanks with the correct words from the text.
1. In a bank you usually have a ______ ______, which is one where you pay
in your salary and then withdraw money to pay your everyday bills.
2. The bank has a regular bank _______ telling you how much money is in
your account.
3. Sometimes the bank may lend you money – this is called a bank ______.
4. You usually try to avoid having an_______ or you end up paying a lot of
interest.
5. If your account is overdrawn, you can be said to be in the ______.
6. If the bank (or building society) lends you money to buy a house, that
money is called a _______.
7. Many commercial banks started to offer access to current accounts via
_______ banking.
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Vocabulary Tasks
Ex. 1. Match the words on the left with their definitions on the right.
1) interest
2) mortgage
3) an overdrawn account
4) savings account
5) current account
6) pension
7) disability allowance
8) child benefit
9) grant
a) a bank account with minus money in it
b) money paid towards the cost of raising a family
c) money given by the government for education,
welfare, etc.
d) an account that is used mainly for keeping
money
e) money paid to people after a certain age
f) an account that cheques are drawn on for day-today use
g) money chargeable on a loan
h) money paid to people with a handicap
i) a loan to purchase property
Ex. 2. You should keep in mind that there are some differences in American
and British banking terminology. Give the American terms corresponding to
the British ones given below.
1.
2.
3.
4.
5.
6.
7.
British terms
current account
deposit account
shareholder
cash dispenser, cash machine
cheque
traveller's cheque
shopping centre
American terms
Ex. 3. Complete the advertisement with words from the box. Look at the text to
help you.
credit card
current accounts
debit card
direct debit
statements
foreign currency
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savings accounts
standing order
traveller’s cheques
Ex. 4. Find words in the text with the following meanings.
1. what you can earn when you leave your money in the bank.
2. an amount of money borrowed from a bank for a certain length of time,
usually for a specific purpose.
3. something that acts as a security or a guarantee for a debt.
4. an arrangement to withdraw more money from a bank account than you
have placed in it.
5. a long-term loan to buy somewhere to live.
6. an arrangement for saving money to give you an income when you stop
working.
7. to take back property that has not been completely paid for.
Critical Thinking Tasks
Ex. 1. Discuss the following questions with your partner.
1. Do you prefer to go to the local branch of your bank or to use a cash machine? Why?
2. Why do you think most customers still prefer to go to the bank?
Ex. 2. Use your imagination and critical thinking to describe all possible
changes in personal banking in your country.
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Text B
Before reading the text discuss the following questions.
1. What principal types of taxes do you know?
2. The Tax Year in the United Kingdom runs from 6 April in one year to 5
April the next. Why?
TAXATION IN THE UNITED KINGDOM
Taxation in the United Kingdom involves payments to at least two different
levels of government: local government and central government (HM Revenue
& Customs). Local government is financed by grants from central government
funds, business rates, council tax and increasingly from fees and charges such
as those from on-street parking. Central government revenues are mainly
income tax, national insurance contributions, value added tax, corporation tax
and fuel duty.
UK source income is generally subject to UK taxation no matter the
citizenship nor the place of residence of the individual nor the place of
registration of the company. For individuals resident but not domiciled in the
UK, foreign income and gains are taxed on the remittance basis, that is to say,
only income and gains remitted to the UK are taxed (for such people the UK is
sometimes called a tax haven). Double taxation of non-UK income and gains
is avoided by a number of bilateral tax treaties.
Income tax forms the bulk of taxes collected by the government.
Individuals pay income tax on their wages or salaries. Each person has an
income tax allowance, and income up to this amount in each tax year is free of
tax for everyone. For 2006-2007 the tax allowance is Ј 5,035. Above this
amount there are a number of tax bands – each taxed at a different rate.
Broadly speaking, the taxpayer is entitled to apply these bands to their income
in the order which produces the lowest liability, but with capital gains always
being taxed as the top "slice". This means that ordinary income will be taxed
first, using the personal allowance and starting rate, interest income second,
dividends third, with capital gains being taxed last as the highest "slice" of
income.
The second largest source of government revenues is National Insurance
contributions (NIC), payable by employees, employers and the selfemployed. The government uses these contributions to finance social security
spending – unemployment pay, sick pay, etc. Unlike income tax, NIC is paid
between lower and upper thresholds, or between Ј82 and Ј630 per week for
2005-06.
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The third largest source of government revenues is value added tax (VAT)
which is levied at each stage of production. The whole amount is added to the
final price paid by the consumer. It is therefore a tax on consumer expenditure.
VAT is charged at the standard rate of 17.5% on supplies of goods and
services. Certain goods and services are exempt from VAT, and others are
subject to VAT at a lower rate of 5% (the reduced rate) or 0% ("zero-rated").
The fourth largest source of government revenues is corporation tax,
charged on the profits and chargeable gains of companies. The main rate is
30%, which is levied on taxable income above Ј1.5m.
A capital gains tax (CGT) is imposed on profits made from the sale of
assets such as stocks or shares. Capital gains are subject to tax at the marginal
rate of income tax (for individuals) or of corporation tax (for companies).
Excise taxes (or excise duties) are levied on motor fuel, alcohol, tobacco,
betting and vehicles. Motoring taxes include: fuel duty, vehicle excise duty,
the London congestion charge and various statutory fees including that for the
compulsory vehicle test and that for vehicle registration.
Inheritance tax (or death duty) in the UK is levied on the estates of
deceased persons and gifts made within seven years of death. Any inheritance
tax must be paid by the executors or administrators of the estate before probate
is granted. Gifts made more than seven years prior to death are not taxed; if
they are made between three and seven years before death a tapered
inheritance tax rate applies. Other names for this tax are a capital transfer tax
or estate tax.
The Tax Year in the UK, which applies to income tax and other personal
taxes, runs from 6 April in one year to 5 April the next. Hence the 2006-07 tax
year runs from 6 April 2006 to 5 April 2007. The odd dates are due to events
in the middle of the 18th century. The English quarter days are traditionally
used as the dates for collecting rents (on, for example, agricultural properties).
The tax system was also based on a tax year ending on Lady Day (March 25).
When the Gregorian calendar was adopted in the UK in September 1752 in
place of the Julian calendar, the two were out of step by 11 days. However, it
was felt unacceptable for the tax authorities to lose out on 11 days' tax
revenues, so the start of the tax year was moved, firstly to 5 April and then, in
1800, to 6 April. The Fiscal Year, used mainly for corporation tax purposes,
runs from 1 April to 31 March (hence Fiscal Year 2007 runs from 1 April
2007 to 31 March 2008).
Reading Tasks
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Ex. 1. Read the text about taxation in the United Kingdom and answer these
questions.
1. What levels of government does taxation in the UK involve payments to?
2. What is local government financed by?
3. Why is the UK called a tax haven? What is meant by this term?
4. Who are National Insurance contributions paid by?
5. In what case is a tapered inheritance tax rate used in the UK?
6. What do motoring taxes include?
7. The differences between the Tax Year and the Fiscal Year are described in
the text. What are they?
Ex. 2. Mark these statements T (true) or F (false) according to the information
in the text. Find the part of the text that gives the correct information.
1. Income tax which the government uses to finance social security spending,
is paid between lower and upper thresholds.
2. At the beginning of the 18th century a tax year in the UK ended on Lady
Day (March 8).
3. Profits made from the sale of stocks or shares are subject to a capital gains
tax in the UK.
4. Central government of the UK is financed by grants from local government
funds, council tax, business rates, corporation tax and fuel duty.
5. For individuals resident but not domiciled in the UK, foreign income and
income remitted to the UK are taxed.
6. Corporation tax is levied at the main rate of 30% on taxable income of
companies.
7. A tapered inheritance tax rate is imposed on gifts made more than seven
years prior to death.
Vocabulary Tasks
Ex. 1. Find five verbs in the text that can be used to make word combinations
with ‘tax’. Make up your own sentences using them.
1 ……………..
2 ……………..
3 ……………..
TAX
4 ……………..
5 ……………..
Ex. 2. Match the following English collocations with their Russian equivalents.
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A
1.
2.
3.
4.
5.
6.
пониженная ставка
налог на наследство
установленные законом сборы
управляющий имуществом умершего
двойное налогообложение
пересылать, переводить по почте (деньги)
7. нижние границы доходов, облагаемых
налогом
8. занятый собственным делом
9. активы компании
10. налоговые ставки
B
a)
b)
c)
d)
e)
f)
g)
h)
i)
j)
self-employed
double taxation
remit
reduced rate
tax thresholds
statutory fees
company’s assets
taxation rates
inheritance tax
administrator of decedent’s estate
Ex. 3. Match these terms with their definitions.
value added indirect
tax
tax
direct tax
sales tax
tax burden
tax revenue
excise duty
tax rate
taxable
in- corporation
come
tax
income tax
public goods
1. A form of indirect tax which is included in the selling price of a product
and which is eventually paid by the consumer.
2. An indirect tax which is based on the difference between the value of the
output over the value of the input used to produce it.
3. The percentage rate at which a tax is levied on income or expenditure.
4. The money raised by government through imposing taxes.
5. A tax levied by the government on goods and services in order to raise
revenue, such as value added tax and excise duty.
6. Goods and services provided by the state for all or most of the population
such as education, health, housing, etc.
7. A tax levied by the government on the income or property of households or
businesses.
8. A direct tax levied by the government on the income (wages, rent, dividends) received by households.
9. The amount of an individual’s income on which a tax is levied.
10. The total amount of taxation paid by the population of a country in the
form of income tax, corporation tax, value added tax, etc.
11. A direct tax levied by the government on the profits of businesses.
12. An indirect tax levied by the government on certain goods, typically tobacco products, oil, and alcoholic drinks.
Ex. 4. Find words or expressions in the text which correspond to the following
definitions.
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1 money which one receives regularly as payment for one’s work or interest
from investments – i_______.
2 that part of the money made by a business which is divided among those
who own shares in the business – d_______.
3 a place where many rich people choose to live because it has very low rates
of tax – a t_______ h_______.
4 a charge or payment fixed according to a standard scale – r ______.
5 an amount of money one is allowed to earn free of tax – t_______
a_______.
6 the legal process of deciding that someone’s will has been properly made
and can be carry out – p_______.
7 an adjective describing something freed from a payment – e________.
Ex. 5. Complete these sentences with an appropriate preposition.
1 Unemployment benefits are often paid … … a fund financed … taxes levied … firms.
2 Since you get the same share … national defence as everyone else, it …
will never be … your interest to pay … it … taxes.
3 Labour costs do not only comprise … wages: labour taxes (social security
and contributions … pension funds) are also included … them.
4 When the government levies a tax … a good, the price … that good will
rise.
5 Most … the goods and services supplied … state, … example, national defence and police protection cannot be consumed … one individual separately … the whole … society and the state makes individuals pay … them
… taxation.
6 Indirect taxes vary … country … country and comprise … the VAT and
excise taxes ( … petrol, tobacco, alcohol).
7 Generous unemployment benefits paid … long periods are a good reason
… people to remain unemployed longer.
Critical Thinking Tasks
Ex. 1. Discuss the following issues.
1 What percentage of national income goes to the government as tax in
Belarus? Do you know how this compares with other countries?
2 How high are taxes rates in our country? How do they affect changes in
taxed commodities and activities?
Ex. 2. Describe possible results of very high tax rates.
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TARGETING GRAMMAR
A verbal is the form of a verb but functioning as a different part of speech.
There are three verbals in English: the Infinitive, the Gerund and the Participle. Infinitives may act as adjectives, adverbs, or nouns. Participles are
forms of the verb that function as adjectives. A gerund is a verbal that functions as a noun. While verbals are forms of verbs, they are not verbs.
Ex. 1. Study the information about the forms of the infinitive.
The forms of the infinitive
Indefinite (the action expressed
by the infinitive is simultaneous
with the action of the predicate)
Continuous (to emphasize the
duration of the action that is simultaneous with the action of the
predicate)
Perfect (the action expressed by
the infinitive happened before the
action of the predicate)
Perfect Continuous (to emphasize the duration of the action of
the infinitive, which happened
before the action of the predicate)
Active
(to) offer/(to) do
Passive
(to) be offered/
(to) be done
(to) be offering/
(to) be doing
(to) have offered/
(to) have done
(to) have been offered/
(to) have been done
(to) have been offering/
(to) have been doing
Now put each infinitive into the appropriate form.
1. Interest rates are likely (to raise) _______ when an easy fiscal policy is implemented.
2. Cheques and credit cards are known (to become) _______ more popular in
recent years than paper money and coins.
3. The 1990 tax reform in Sweden put an end to a number of conditions under
which taxes might (to reduce) _______ and the payment of a tax might (to
defer) _______.
4. Transactions in euro are known to (to make) _______ as soon as the new
currency was introduced.
5. The foreign exchange market may not (to regulate) _______ by governments or it may (to intervene in) _______ by them.
6. The bank is expected to (to make) _______ a big loan in the near future.
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7. Loans provided by commercial banks, building societies, etc. must (to consider) _______ as the essential source of credit in an economy.
Ex. 2. Study the forms of Participle I and Participle II.
Participle I
Participle II
form
active
Indefinite (an acoffering/doing
tion simultaneous
with the action expressed by the
predicate)
Perfect (expresses having offered/
a prior action)
having done
offered/done
passive
being offered/
being done
having been offered/
having been done
The forms of the gerund coincide with those of the Participle I.
Now complete the sentences with the Participle I or Participle II formed from
the following verbs:
study be
reduce
repay
take
raise
decline
accept
1. _______the loan, the firm did not have enough profit left to increase dividends.
2. _______, the required reserve ratio may work as a disincentive for banks to
make loans.
3. _______ low during a depression, interest rates do not serve as an incentive
to keep savings in time deposits.
4. _______, taxes and interest rates increased household consumption.
5. _______in payment of purchases, cheques are considered by some economists as forms of money.
6. _______ by different schools of economic thought, causes of inflation were
accounted for in different ways. Being studied/Having been studied
7. Some fiscal policy tools work automatically without action _______ by the
president or Congress.
8. The progressive income tax tends to reduce the collection of revenue when
personal and business incomes are ________.
Ex. 3. Underline the correct form of the gerund in each sentence.
1 Having connected/Connected/Connecting/Being connected people of different ages, nationalities and views, the Internet is supposed to have become one of the important means of modern communications.
96
2 At the end of each month the record keeping accuracy is checked by balanced/balancing/having balanced/being balanced debits and credits in
ledgers.
3 Government officials spoke of this company’s business activity being prohibited/prohibiting/having been prohibited/is prohibiting due to illegal use
of famous trademarks for selling its low-quality goods.
4 Government officials insisted on the country’s debts repaying/being repaid/repaid/having repaid to the International Monetary Fund in time according to the agreement.
5 The error in the trial balance is due to the financial information having
been recorded/being recorded/having recorded/recording inaccurately at
the first step of the accounting cycle.
6 Engineers are interested in their innovations protected/protecting/having
protected/being protected legally by patents.
Quiz.
I.
Mark the sentences in which:
1. the participle “supplied” is used:
A. Direct producers _______ goods regularly to the market do not impose
too high prices.
B. Increases in the quantity of one good have to be followed by reductions
in the quantity _______ of the other good.
C. In a free market economy commodities _______ can greatly differ in
their quality.
2. the participle “demanded” is used:
A. Goods produced by developing countries are not of the quality _______
by consumers.
B. ______ more rather than less a consumer prefers to buy more goods
with amount of money he has.
C. There is excess demand when the quantity _______ exceeds the quantity supplied at this price.
3. the participle ”influencing” is used:
A. The rise in population’s income has _______ the quantity demanded of
high quality goods.
B. The producers are interested in factors _______ the price increases and
the changes in the quantity demanded.
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C. The main factor _______ the demand for any commodity is the level of
the buyers’ income.
4. the infinitive is a subject of the sentence:
A. To reduce tariffs and remove trade restrictions was one of the main purposes of the General Agreement on Tariffs and Trade (GATT).
B. To be less dependent on distance many companies are investing large
amounts of money in developing new means of communication.
C. To summarize amounts of assets withdrawn by the owners is the main
purpose of the income statement.
D. To perform all seven steps of the accounting cycle corporations often
have internal bookkeeping and accounting departments.
5. the construction “Complex Object” is used:
A. Prices are expected to change as either demand for or supply of the
good varies.
B. When an economy has no transactions with the rest of the world, we say
it to be a closed economy.
C. Economists consider higher tax rates to be able initially to bring in
greater amounts of taxes raised but to result eventually in a fall in output level.
D. The United Kingdom is known to rely on indirect taxes rather than direct taxes.
II.
Paraphrase the underlined parts of the sentences using the construction
“Complex Subject”.
6. Economists know the state to affect for whom goods are produced mainly
through its taxes and transfers, which take income away from some people
and give it to others.
7. The state also affects the allocation of resources indirectly through taxes
(and subsidies which economists think to be negative taxes).
8. When state levies a tax on a good, such as cigarettes, we believe it to reduce the quantity of that good produced.
9. Economists consider the power to tax to be the power to affect the allocation of the economy’s resources, or to distribute what is produced.
UNDERSTANDING THROUGH LISTENING
You will hear Bertrand Soleil speaking about his personal on-line banking
experiences.
98
Ex. 1. Listen and decide if the statements below are true (T) or false (F).
1 He decided to try on-line banking services when he bought his computer
five years ago.
2 He doesn’t read the printed account statements that the bank sends him.
3 He can use on-line banking to buy shares.
4 He consults his accounts several times a week.
5 One of the on-line services he finds most useful is access to a five-year account history database.
6 It’s not possible to transfer money to other people’s accounts.
7 He has to go to the bank to arrange loans.
8 He usually communicates with his account manager by e-mail.
9 He pays 10 euros a month for the use of on-line banking services.
10 He hopes that on-line banking will eventually lead to lower banking costs.
Ex. 2. Make word combinations using a word from each box.
downloading
to transfer
to negotiate
to buy
bank
to pay
to make
branch
statements
a transfer
taxes
system
shares
overheads
money
a loan
Now listen again and complete the sentences 1-8 using these word combinations in the correct form.
1. I had _______ _______ so there was quite a lot of paperwork to deal with.
2. You can _______ _______, you can order cheque books, you can pay
bills.
3. I first started with a _______ _______ and now I can do more than that.
4. You can _______ _______ from your savings to your checking account.
5. Why should I be paying for the _______ _______ when I don’t ever go to
the branch?
6. I started with downloading my _______ _______, which saves me time.
7. Whenever I wonder how much I _______ on my _______ last year, I can
compare it to this year.
8. I can’t _______ _______ to any account other than my own.
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You’ll hear a telephone conversation between a credit controller, Valentina
Santinelli, and a customer, Wilhelm Becker, who hasn’t paid an outstanding
bill.
Ex. 3. Listen and mark whether the statements below are true (T) or false (F).
The credit controller …
1. has no sympathy with the customer.
2. offers a bank overdraft.
3. threatens legal action.
4. grants an extra week’s credit.
5. insists on prompt payment.
6. suggests there may be a change in conditions of payment.
Ex. 4. Listen a second time and complete the notes with the reasons (or excuses) that the customer gives for the late payment.
1st reason: ………………………………… (request for an extension of credit)
2nd reason: company ………………….………………………………………..
Another reason: our………………….………………… have to be considered
Major problem: …………… – number of outstanding accounts ourselves
Our bank …………………………………...…….. us to overdraw our account
We have given a major client who owes us a lot of money …………………
Another customer who owes us a lot of money …………….………………….
EVALUATING THROUGH WRITING
OUTLINE
An outline is a schematic summary, a visual and conceptual design of
your reading, writing or speaking. It presents a picture of the main ideas and
the subsidiary ideas of any subject. Some typical uses of outlining are: a class
reading assignment, an essay, a term paper, a book review or a speech.
An outline has a balanced structure based on the following principles:
Ш Parallelism (each heading and subheading should preserve parallel
structure. If the first heading is a noun, the second heading should be a noun.)
Ш Coordination (those items which are of equal significance have comparable
numeral or letter designations: an A is equal to a B, a 1 to a 2, etc.)
Ш Subordination (the information in the headings should be more general,
while the information in the subheadings should be more specific).
Ш Division (each heading should be divided into 2 or more parts).
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An outline can use topic or sentence structure. A topic outline uses words
or phrases for all entries and uses no punctuation after entries. A sentence
outline uses complete sentences for all entries and uses correct punctuation.
An outline can use Roman numerals/letters or decimal form.
BASIC OUTLINE FORMS
Roman numeral/letters
I. MAIN IDEA
A. Subsidiary idea or supporting idea to I
B. Subsidiary idea or supporting idea to I
1. Subsidiary idea to B
2. Subsidiary idea to B
a) Subsidiary idea to 2
b) Subsidiary idea to 2
II. MAIN IDEA
A. Subsidiary or supporting idea to II
B. Subsidiary idea to II
C. Subsidiary idea to II
Decimal form
1.0
1.1
1.2
1.2.1
1.2.2
1.2.2.1
1.2.2.2
2.0
2.1
2.2
2.3
Task 1. Put the missing entries of the given business plan outline under the
appropriate headings or subheadings.
Financial Data
Notes of Explanation
Detail by Month, First Year
Balance Sheet
Balance Sheets for Past Three Years
Statement of Purpose
Supporting Documents
Description of Business
Pro-Forma Cash Flow
Location of Business
Business Plan Outline
I.
II.
(1) ____________
The Business
A. (2) ____________
B. The Market
C. Competition
D. (3) ____________
E. Management
F. Personnel
G. Sources of Funding, Application and Expected Effect of Loan Investment
H. Summary
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III.
IV.
(4) ____________
A. Capital Equipment List
B. (5) ____________
C. Pro-Forma Income Projections (profit and loss statements)
1. (6) ____________
2. Notes of Explanation
D. (7) _____________
1. Detail by Month, First Year
2. (8) ____________
E. For an Existing Business
1. Current Financial Statements Within Last 90 Days
2. Historical Financial Reports for Past Three Years
3. (9) ____________
(10) ____________
Personal resumes, job descriptions, personal financial statements, letters
of reference, letters of intent, copies of leases, contracts, legal documents
Task 2. Write an outline of the text “The Role of Banks in Theory” from the
textbook.
PROJECT
Task 1. Use different sources (magazines, newspapers, the Internet, etc.) and
fill in the table below for Belarus and any other country. Be ready to make a
presentation in the class.
Rate of inflation …………………………………………………………....
Exchange rate (against the US dollar and euro) …………………………...
Interest rate ………………………………………………………………...
Basic level of income tax ………………………………………………….
Rate of VAT ……………………………………………………………….
Monthly state pension ……………………………………………………..
Task 2. Prepare a report about taxes paid by a household earning the
country’s average wage. Compare tax rates for single people with no kids and
for married people with 2 kids in different European countries.
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Task 3. Collect information and prepare a report about different insurance
policies which can be offered to you in Belarus. Are there any risks you can
not insure yourself against? What insurance does your family have?
PROBLEM ISSUES
Revise the material of Units X – XIII from the textbook and be ready to speak
on the following issues. Make use of the new vocabulary you acquired.
Money and Banking
· Money and its functions.
· The value of money, its purchasing power.
· Different forms of money (commodity money, credit money, cashless
means of payment etc.).
· The main functions of banks. Banks as financial intermediaries.
· Current theories explaining the existence of banks.
· The functions of a central bank.
· Types of accounts in a bank.
· Types of services banks offer to their clients.
· The advantages and disadvantages (if any) of on-line banking.
Taxation
· The functions of taxation.
· The principal types of taxes.
· The peculiarity of the personal income tax.
· Tax evasion.
· The goals of fiscal policy.
· Taxation in the USA/United Kingdom.
Insurance
· Principles of insurance.
· The main classes of insurance (liability insurance, property insurance,
business interruption insurance, fidelity insurance, business life
insurance, special insurance).
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MODULE 5____________________________________________
Self-study material for Units XIV-XVI (Trade) from the textbook.
MARKETING
ADVERTISING
INTERNATIONAL TRADE
VOCABULARY FOCUS
Ex. 1. Revise marketing terms and fill in the gaps in the definition below.
Marketing is the term given to all the different activities intended to make
and attract a profitable demand for a product. This involves:
· identifying consumer needs and wants in order to develop the _______;
· setting the _____;
· deciding on the best ________ to sell the product;
· deciding on how best to ________ the product.
These four factors are often referred to as “The Four Ps” or marketing mix.
Learning words together that are associated in meaning is a popular and
useful way of organizing your vocabulary study.
Word forks are good ways of learning new words.
Ex. 2. Look at the complete word fork below. Finish the other.
1)
consumer
integration
product
promotion
weakness
strength
2)
Marketing
Advertising
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Ex. 3. In most the lines there is one extra word which does not fit. One or two
lines, however, are correct. If a line is correct, put a tick (√) in the space. If
there is an extra word in the line, write that word in the space provided.
1.
2.
3.
4.
5.
Marketing is a board and interesting field, which includes:
many ways of communicating with customers such like direct________
selling, advertising, direct mail, trade shows and marketing__________
seminars. By far the most biggest challenge in successful ___________
marketing seminars is the extensive preparation required____________
to get the presentation content right, for to draw in a large audience and to
ensure that all the logistical details go well._____________________
Ex. 4. Use the letters in brackets to form a word to complete each sentence.
1. Last year ____________ (NAMDDE) for our products decreased slightly
as some of our customers switched to cheaper, alternative products.
2. We are now processing the answers to our most recent ___________
(ITSQEUNERNOIA) which was used to interview more than five thousand
customers.
3. The new display units, which take up less space, have been designed specifically for use in small-sized _________ (STUOELT).
4. A_______________ (VRUSYE) of existing customers has shown that a
significant proportion are unhappy with the quality of our after sales service.
5. We have signed an agreement which will allow us to distribute through a
_____________ (TWENOKR) of supermarkets across Europe.
6. Promotional campaign will be centred on _____________ (RITCED
LIMA) which will be sent to potential customers in major towns in this
area.
7. This is a completely new product so we will be promoting it with a series
of ___________ (LEPSAIC FOERFS) during the launch period.
8. When customers place an order, we guarantee _________ (VYREDLIE)
within three days.
Ex. 5. Make a list of the different techniques that companies can use for market research.
105
Quiz.
A) Do the crossword.
1
2
3
4
5
6
8
7
9
10
11
12
13
14
15
Across:
2 Countries that export a lot of oil or manufactured goods tend to have a positive
__________.
5 A country exporting more than it imports has a trade_____________.
6 In a free trade area, governments cannot impose a ________ on imports.
8 A limit to the quantity of goods that can be imported is a ___________.
10 And 9 down Adding trade in services to trade in goods gives you the
_______of ____________.
11 Billions of dollars leave the USA every year because the country has a big trade
________.
14 Attempting to reduce imports in favour of local production is called
__________.
15 The import and export of goods is called ___________ trade.
Down:
1 Producing in large quantities becomes cheaper because of economies
of_____________.
3 and 4 If a country can produce something more cheaply than anywhere else in
the world it has an ____________.
7 Many economists encourage governments to abolish import taxes and have
completely _____________.
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9 See 10 across.
11 A number of international agreements make it illegal to ____________ goods
on foreign markets at a price that doesn’t give a profit.
12 The comparative _______________principle is that countries should make the
things they can produce the most cheaply.
13 The _________has established rules of trade between nations.
B) The text below is about a new concept in advertising. Choose the correct
word from А, В, С or D to fill each gap.
LOONY ADVERTISING?
AGENCY PROMOTES MOON AS BILLBOARD
If two 1 ___________ men, Gary Betts and Malcolm Green, get their way,
the moon could be more than just a 2 ____________ of the solar system. It
could be the world’s biggest 3____________. Mr. Betts acknowledged that he
and his partner were seeking publicity for their fledgling London-based ad
4
____________, The Mighty Big Idea, but he also insisted that the idea of projecting corporate 5_____________ onto the moon by using the sun’s light is
more than a publicity 6___________. Mr. Betts said he and Mr. Green conceived the 7____________ of advertising on the moon when they were sitting
in the office and thinking, ‘Where would be an amazing place to put
8
____________? Subsequent conversations with the scientists at the US space
agency, NASA, and Britain’s Royal Greenwich Observatory in Cambridge
convinced the duo that the idea could 9____________. ‘The actual process is
dangerously simple,’ Mr.Betts said. ‘It is two, vast, mirror-like reflectors.
They are packaged rather 10____________ an umbrella.’
He added, ‘They are really quite big, hundreds and hundreds of yards.’
The technique, said Mr. Betts, would be to have the reflectors float in
space, using the moon’s gravity for swing and the sun’s power the project
11
_____________ onto the moon surface.
Sounds simple.
But Robin Catchpole, a research astronomer at the Royal Greenwith Observatory, said that while theoretically possible, it could not be
12
____________ implemented.
‘I reckon if you’re going to have a logo you can see, you need a mirror
with a radius of 200 kilometres,’ Mr. Catchpole said. ‘Basically, what you
need is a mirror that’s about the same size as the 13__________ you want to
project.’
Mylar foil would be the thinnest and lightest 14____________ that could be
used to make such mirror. ‘I worked 15____________ that the mirror would
weigh about a million tons,’ Mr. Catchpole said.
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1 A advertising
2 A proportion
3 A commercial
4 A firm
5 A logos
6 A endorsement
7 A message
8 A products
9 A appear
10 A as
11 A light
12 A hardly
13 A concept
14 A equipment
15 A in
В advert
В part
В spot
В agency
В profits
В launch
В idea
В events
В work
В than
В sound
В easily
В creation
В material
B on
С advertisement
С segment
С slogan
С office
С posters
С stunt
С patent
С campaigns
С run
С like
С air
С clearly
С image
С matter
C up
D advertise
D region
D billboard
D department
D leaflets
D target
D invention
D adverts
D happen
D similar
D oxygen
D fairly
D crater
D mineral
D out
EVALUATING THROUGH READING
Text A
Before reading the text answer the questions:
1. How often do you buy anything for yourself?
2. What buyers are named as good ones?
3. What are the main attractions of the goods when you buy them?
4. Have you ever sold anything?
5. What is easier to buy or to sell?
6. What methods are necessary to use in order to be a successful seller?
HELLO TO THE GOOD BUYS
Read the text which describes how Shell Oil developed a new brand image,
and see if it mentions any of the market research methods that you listed in exercise 5. What techniques did Shell Oil use?
A new marketing campaign promising hassle*-free and faster fuel buying
for customers is under way in America. Susanne Peck reports on the 18 –
months research project which involved Shell Oil researchers ‘moving in’
with their customers to test their buying habits.
1. Three years ago when Sam Morasca asked his wife what could be done
to exceed her expectations when buying gasoline* her answer “that I would
never have to think about it any more” made him pause and think. The market108
ing people from Shell Oil Products, of which Sam is vice-president, were desperately seeking ways to increase the business, and to come up with a strategy
which would put them clearly ahead of their competition by differentiating*
the Shell Oil brands in the eyes of consumers. “We are big business for Shell
Oil, contributing US $7 bn of revenue, and the leading retailer of gasoline, but
it is a fragmented market and the mission was to profitably expand the business” said Sam.
2. Today, after 18 months of cutting edge research, Shell Oil is on track to
make buying fuel at their 8,900 service stations clearly different with a new
brand initiative. Its aim is to deliver through facilities, systems upgrades*, and
new operating practices, a hassle-free fueling experience targeted at specific
customer segment.
3. Over the past three years, the company has been developing detailed
knowledge of consumer needs and attitudes, which formed the basis for the
new brand initiative. Team leader Dave Yard, manager of Strategy and Planning – Marketing, picks up the story. “We began with a customer segment
study of 55,000 people, who we stopped in shopping malls in six cities for 45minute interview into their attitudes, especially regarding driving and cars.
The result was that everyone wanted three things from a service station: competitive price, a nearby location and good quality fuel – something they all believed was already being delivered by the industry.”
4. This meant their buying decisions were influenced by other factors –
some wanted full-serve outlets like the old days, some choose a service station
depending on whether it looked safe or not. There were ten different segments
with different needs, and we wanted a better understanding of each of these
audiences.
5. A focus group was set up for each segment; an anthropological study
was carried out, which involved team members spending waking hours with
people from each segment, watching them at home and accompanying them
on shopping trips to see their buying habits, and a clinical psychologist was
hired to create a psychologist profile of each segment.
6. The study indicated that three groups, which comprised 30% of the driving public, should be targeted:
· Premium Speeders – outgoing, ambitious, competitive and detail orientated. They drive upmarket cars which make a statement* about them. Efficiency rules, plus fast pumps, quick access and payment.
· Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life. Want simple easy transactions.
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· Safety Firsters - control orientated, confident people, like order and comfort of the familiar. Higher value on relationships and go out of their way to
stations that make them feel comfortable. Prefer to stay close to cars.
7. “The common thread was that they all wanted a faster and easier service
than anything already available” said Dave, “so the study ended and the
launch began”.
8. The field organization and Shell Oil retailers combined forces to determine how to eliminate the little hassles that customers sometimes face, such as
improved equipment and clearer instructions at the pump. New innovations
are currently being test marketed. A new advertising campaign was launched
and a sophisticated measurement system introduced to monitor satisfaction,
behavior and perception of the brand. “Fueling* a car is a necessity of life and
I believe we are ahead of the game – but we won’t allow ourselves to stop and
be caught up.
Glossary:
*hassle: – problems;
*gasoline (US): – petrol (GB);
* to differentiate: – to show how products are different from each other;
*an upgrade: – making something work better, and do more;
*to make a statement about somebody: – to show what kind of person somebody is;
* to go out of one’s way: – to make an effect;
*fueling (up) (US): – filling up (GB).
Reading tasks
Ex. 1. Read the text again and number the different stages in the research project in the correct order.
a) They analysed the results, which showed that there were 10 different consumer segments.
b) Focus groups studied the 10 segments.
c) Shell Oil’s marketing team decided to differentiate the Shell brand from the
other brands on the market.
d) Shell launched a new advertising campaign.
e) They interviewed 55,000 people about their attitudes to driving and cars in
general.
f) Work started on improving products and services.
g) They carried out a detailed study of the market over 18 months.
h) Three groups were chosen as the target markets.
110
Vocabulary Tasks
Ex. 1. Find words and expressions in the text relating to ‘The Four Ps’ of the
Shell marketing mix.
Example: Product – good quality.
Ex. 2. Match the words from the text with their corresponding definitions.
1)
2)
3)
4)
5)
6)
7)
8)
to exceed (para 1)
a mission (para 1)
an initiative (para 2)
a segment (para 2)
an audience (para 4)
a profile (para 5)
to determine (para 8)
to monitor (para 8)
a)
b)
c)
d)
e)
f)
g)
h)
a part or section
a group of interested people
an important new plan with a particular aim
an assignment or task
to find out
to check at regular intervals
to be more than
a description to characteristics of someone
Ex. 3. Find words and expressions in the text which correspond to the following definitions.
1. Many different types of consumer who buy the same product (para 1) fragmented market.
2. The most advanced and up to date (para 2) c__________ e__________.
3. Conclusions people reach about which products to purchase (para 4)
b_________ d________.
4. An formal discussion group used for market research (para 5) f_________
g__________.
5. A shared characteristic (para 7) c__________ t_______________.
6. A method of evaluation (para 8) m_____________ s____________.
Ex. 4. Complete the passage using words from Vocabulary Focus (Exs. 1 and
2). Change the form of the words where necessary.
As more and more industries are making products specifically adapted to
particular segments of the market, market researchers are being asked to conduct studies and to compile more detailed _________ of consumer groups.
Broad classifications based on sex, age and social class are not sufficient for
companies operating in highly competitive and _________ __________.
Questionnaires are carefully designed to __________ the exact needs and demands of consumers as well as establishing what effects consumer _________
111
_________ when they choose one product instead of another. Advertising
campaigns can then be targeted to appeal to the identified __________. Finally, marketing people must __________ the success of the campaign and
modify it if necessary.
Ex. 5. Some compound adjectives can be formed by combining two words with
no hyphen. In the text Hello to the good buys, upmarket (para 6) means ‘for
the richer section of the market’.
A) Replace the words in italics with a compound noun made of a word from A
and a word from B. Use words more than once.
A
up
down
over
under
out
B
due
drawn
market
staffed
worked
priced
paid
dated
a) The invoice still hasn’t been paid. It’s now two weeks late. overdue
b) Some of our customers are complaining that our products are too expensive.
c) Our latest policy is to introduce more luxury products. This means that we
will phase out our less sophisticated brands.
d) During Christmas period many employees will be on vacation and as a result the company will be short of personnel.
e) The only catalogue I could find is from last year but I’m afraid that the information in it is no longer valid.
f) For the last few weeks I’ve been staying late to get everything finished; I
really feel that I’ve been doing too much.
g) The database is two years old and needs to be changed to include the latest
information.
h) The workers claim that they are not earning enough.
i) My bank account has been in debit for the last two months.
B) What other compound adjectives can you make from the words in A and B?
Critical Thinking Tasks
Ex. 1. Consumers allowed Shell marketing people to ‘move in with them’ in
order to observe their habits and routine. Answer the questions.
112
1. What are the advantages to this type of research over the more conventional data collecting processes?
2. Would you agree to participate (as a potential consumer) in this type of research? Why (not)?
3. Why do you think some people do accept?
Ex. 2. Read this description of a Shell TV ad called ‘Stealth’ and answer the
questions.
‘Stealth – a driver in a sporty Jaguar presses a button to avoid road obstacles, and is refueled by a Draken jet aircraft while traveling at speed between
skyscrapers.
1. Which of the target profiles describes in the next would it appeal to most?
Premium Speeders, Simplicity Seekers, or Safety Firsters?
2. What sort of advertisement do you think would appeal to the other two target profiles?
Text B
Before reading the text about the controversial advertising answer the questions.
1. What do you know about the company Volkswagen?
2. Has it been successful?
3. What its success due to?
4. Do you think the VW advertising campaign was successful?
SACRILEGE
1. Is Volkswagen bold or stupid? Across France, workmen have 5 been
busy scraping off 10,000 billboard advertisements for its new Golf following
furious complaints from the Catholic Church. In a series of posters, the German carmaker’s model was likened to a religious revelation; one that showed
Jesus at the last supper recommending the car to his disciples.
2. VW’s agency DDB Needham doubtless thought its advertising was
ironic and extremely up-to-date. After all, the admen presumably figured, if
outrageous* advertising worked for the likes of Benetton, it could work to revive the image of the Golf, which is frankly rather old-fashioned.
3. After the Catholic Church threatened to sue* for Ffr 3.3 m ($550,000) to
obtain reparation for the damage suffered by Christians, the agency and the
carmaker confessed to their sins and agreed to remove the ads. ‘We 6 have no
disrespect for the fundamental values of society nor for the beliefs of the faith113
ful,’ said a spokesperson for DDB Needham. ‘We decided to retract the posters immediately in order to show our respect for the faith and the feelings expressed by certain believers.’ The agency’s penance* has included making a
substantial donation to a Catholic charity.
4. European consumers are exposed to hundreds of commercial messages a
day, but the vast majority of these are ignored, so ads which shock have become more popular with advertisers. It is believed that these ads force consumers to listen to their message. But some adland thinkers argue that it's a little more complicated than that.
5. Virginia Valentine, director of advertising’s foremost cultural analysis
company, Semiotic Solutions, argues that brands can no longer expect consumers to take sales messages at face value*. Consumers challenge everything
they are told, she believes, and will prefer brands that give them something
back, rather than the old-style ‘here’s our product ain’t it great!’ philosophy
which has dominated advertising since its inception. Thus ads can deal with
social issues and refer to the news agenda these days. Inevitably, though, it
can go horribly wrong. ‘The risk is, and I think this is true in the case of
Volkswagen, that if you use images of faith and prostitute them, people will
take offence. It's all very well if you give them something back, but it is clear
that Jesus could not have benefited from that poster campaign.’
6. The ad agency, however, may well have done. The VW campaign might
look like a marketing disaster, but increasingly ad agencies are selling to clients not simply their ability to write ads but their ability to write ads that generate PR. Some clients ask all agencies pitching for their business to demonstrate their ability to garner* extra publicity.
7. A deliberately shocking ad is the simplest way to get additional media
coverage, and even if the media coverage is negative, it can still help to sell
the product as advertisers like Benetton have already proved.
8. One supporter of Benetton’s work is Leon Jaume, Deputy Creative Director of ad agency Ogilvy & Mather, who believes its success lies in knowing
its target. ‘In marketing terms the only real taboo is upsetting the people you
want to buy your product,’ he says. ‘As long as it’s legal and the client is OK
with it, you can offend anyone else and in many ways you should. I’d normally see outrageous advertising as a youth proposition though, and I think
VW’s mistake may have been in selling a product that isn’t a youth product
with this kind of style. Young people are receptive to taboo-breaking as they
are more open-minded than older people. I think they positively welcome advertising that annoys their parents.’ Some agency creatives argue that young
people today are fundamentally different from previous generations in their
114
internationalism, and young consumers in Tel Aviv are closer to their counterparts* in Paris, New York and Sydney than they are to their parents.
9. As this generation grows up, the argument goes, they will continue to be
more broad-minded than their parents and will see the shattering of taboos as
the norm. So outrageous advertising will no longer be limited to those products which target youth.
10. Perhaps Volkswagen was just ahead of its time, advertising to a market
that wasn’t broad-minded enough in a country that still gets nervous when
Church and State are challenged. Or perhaps VW’s collision with Catholics
shows that for all their claimed acumen*, ad agencies are less in touch* with
the public mood than they claim.
Glossary
*outrageous: very shocking
*to sue: to claim money because you have been harmed
*penance: suffering to show you are sorry
*to take s.t.h at face value: to accept s.th. without thinking
*to garner: to collect
*a counterpart: a similar person in a different place *acumen: the ability to
make good judgments
*to be in touch with: to understand
Reading Tasks
Ex. 1. Read the text in more detail and choose the best answer.
1 Which of the following is least likely to be one of the reasons why Volkswagen ran a deliberately provocative campaign?
a) to generate media coverage of the campaign.
b) to shock some members of society.
c) to show their lack of respect for the Catholic Church.
2 Using taboo images in advertising has become popular with advertising executives mainly because
a) they only want to target young people.
b) consumers have stopped paying attention to conventional advertising.
c) products are becoming more international and sophisticated.
3 According to the text, shocking advertising is
a) always damaging for the advertiser.
b) always damaging for the ad agency.
c) the simplest way to get media coverage.
115
4 According to Leon Jaume, the young generation of consumers like ads
a) a with an international flavour.
b) b that offend them.
c) с that offend their parents.
5 The author of the text suggests that
a) perhaps Volkswagen isn't broad-minded enough.
b) admen are not doing enough market research before running campaigns.
c) Volkswagen wanted to break taboos in France.
Vocabulary Tasks
Ex. 1. Find words or expressions in the text which correspond to the following
definitions.
1. a public space reserved for advertisers to put their ads on (para 1) billboard.
2. large pictures or notices put up in a public place to advertise something
(para 1) p__________.
3 human interest subjects (para 5) s________ i_________.
4 people or companies who pay for a professional service (para 6)
с___________.
5 try to win a business deal (para 6) to p________ f_______ b_________.
6 time and space given by the media to a particular news item (para 7)
с_________.
7 the person in charge of developing ideas for advertising campaigns (para
8) C________ D__________.
8 social custom which means a particular activity or subject must be avoided
(para 8) t__________.
Ex. 2. RXV, a major electronics company, has decided to advertise its latest
digital camera. It has asked several advertising agencies to submit proposals
for a campaign. An executive at one of these agencies has made a list of tasks
to be completed before submitting its proposal to RXV. Complete the executiv’s list. Change the form of the words where necessary.
· Obtain complete market information about the1client’s product; advantages,
disadvantages, competitors, which groups of consigners the advertiser wants to
2
________________.
Define marketing objectives and plan an overall advertising strategy.
· Meet with the media department to select the most appropriate means of advertising media, or posters on 3_____________.
116
· Meet with the 4__________ ________________ to work on the design and
ideas of the campaign. Point out that these should fit in with the overall
5
__________________ __________ the company wants to project. Explain
that we must be careful not to generate any negative 6_______________by
offending anyone.
Ex. 3. Study the uses of like. Look at the examples from the text ‘Sacrilege’.
Say in which of the examples the words in bold are used:
1. as a synonym for ‘to appear’? С
2. to give an example?
3. to refer to a type of person or group of people?
4. as a verb to compare one thing to another?
A) The German carmaker's model was likened to a religious revelation, (para 1)
B) If outrageous advertising worked for the likes of Benetton, it could work to
revive the image of the Golf, (para 2)
C) The VW campaign might look like a marketing disaster ... (para 6)
D) It can still help to sell a product as advertisers like Benetton have already
proved. (para 7)
Ex. 4. Complete the sentences using the correct form of the expressions with
like. What other uses of the word like do you know?
1 TV advertising is too expensive for small computer software companies,
only the likes of IBM can afford it.
2 Aggressive bosses are sometimes __________ great apes by the media.
3 Advertising for products ________ alcohol is banned in some countries.
4 The new perfume bottle is designed to ________ a sculpture.
Critical Thinking Tasks
Ex. 1. As consumers get more used to advertising, companies have to come up
with better ways of ensuring that people pay attention to their ads. Say what
you think of these recent experiments in advertising. Can you think of any new
and innovative ways to advertise?
· Interrupting telephone conversations with advertising messages (in exchange for free phone calls).
· Talking ads at bank cash machines.
· Ads on toilet walls.
· Advertising on small television screens on supermarket shopping trolleys.
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Ex. 2. Many advertisements contain a slogan or short phrase to attract the
consumer’s attention. Effective slogans are usually short, easy to remember,
easy to repeat and easy to translate for international markets.
Read the texts about translations of slogans and brand names, and note the
problem in each case.
a) In Taiwan, the translation of the Pepsi slogan ‘Come alive with the Pepsi
generation’ came out as ‘Pepsi will bring your ancestors back from the
dead.’
b) When Parker marketed a pen in Mexico, its ads were supposed to say ‘It
won’t leak in your pocket and embarrass you.’ However, the company translated ‘embarrass’ as ‘embarazar’, which means 'to become pregnant’. So the
ads said ‘It won’t leak in your pocket and make you pregnant.’
c) In Italy, a campaign for Schweppes Tonic Water translated the name as
Schweppes Toilet Water.
d) Colgate introduced a toothpaste in France called Cue, the name of a French
pornographic magazine.
e) When Braniff Airlines translated a slogan for its comfortable seats, ‘fly in
leather’ it came out in Spanish as ‘fly naked’.
Ex. 3. Write down five popular slogans in your language. Try to translate
them into English.
TARGETING GRAMMAR
Ex. 1. Study the use of the first and second conditional and the exercises that
follow.
If-clause
Main clause
Use
Type 1
If + any pre- Future/Imperative
real – likely to
real present form
can/may/might/must/should+
happen in the
sent
(Present S.,
bare infinitive Present Simple present or fuPresent Cont. (for general truths)
ture
or Present
Perf.)
If he spends a lot, he won’t build a house.
If you have finished your work, we can go for a walk. If you heat water, it boils.
Type 2
If + Past Sim- would/could/might + bare unreal-unlikely
to
unreal
ple or
infinitive
happen in the present
present
Past Continuor future; also used
ous
to give advice
The firm planned its activities, it would have a higher profit.
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Type 3
unreal
past
If+ Past Per- would/could/might+have+past
fect or
participle
Past
Perfect
Continuous
unreal situation in the
past; also used
to express regrets
and
criticism
If I had locked the car, it wouldn’t have been stolen. (regret; It’s a pity I didn’t lock
it. If he had behaved well, the teacher wouldn’t have punished him. (criticism)
Now put the verbs in brackets into the appropriate conditional form.
1. As soon as marketing people (seek) ways to increase the business, they
(put) the company ahead of the competition.
2. If Shell Oil (not contribute) $7 bn of revenue, it (not expand) the business.
3. If you (interview) the customers properly, the marketing research (be) more
successful.
4. If a clinical psychologist (to be hired), a psychological profile of each marketing segment (be created).
5. If the company (launch) a new advertising campaign, it (improve) the
brand.
Ex. 2. Match the parts of the sentences.
1.You can see the boss
2. I would buy it
3. They will promote the product
4. He would work for the company
5. It they investigated the market
A if they find money for advertising
B if he is not too busy
C if the product quality was better
D they would analyse their competitors
E if he had more experience
Ex. 3. Founded in 1976 by Steven Wosniak and Steven Jobs, Apple Computer
has undergone many changes in leadership, product development, and strategy. Complete the following sentences about Apple Computer by putting the
verbs in brackets into the third conditional.
1. If John Sculley, who became CEO of Apple in 1983, and Steven Jobs had
shared (share) the same vision for the future of the company, Jobs wouldn’t
have resigned (not resign).
2. The Macintosh personal computer (not provide) the solution for inexpensive publishing, if Apple (not introduce) the LaserWriter, the first affordable laser printer for the Mac.
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3. Apple
probably____________(remain)
more
competitive
if
they________(sell) licences for their operating systems to other computer
manufacturers.
4. If the first generation of the Newton, a revolutionary notepad computer,
(work) better, sales__________(be) higher.
5. When the iMac was launched, people loved the colourful, fun design. Perhaps if it_____________(be) less attractive, fewer first-time computer buyers__________ (buy) it.
6. If Apple ____(not launch) the iMac, they ________________(not recapture) 6.7% of the computer market.
7. Apple shares _____________ (not rise) in 1998, if their sales
_______________
Ex. 4. Read the story below and rewrite it using type 3 conditional sentences,
as in the example.
E.g. If the car park hadn’t been full, she wouldn’t have parked on the street.
It was Saturday morning and Mrs. Jenkins had to go to the supermarket to
buy the weekly groceries. The supermarket was so crowded that it took her
over an hour to do her shopping . When she got to the cashier, she realized
that she had left her purse in the car, so she couldn’t pay for her groceries. She
went to the car to get her purse but the street was empty and her car had disappeared. She called the police to report that the car had been stolen. The police
told her that the car had been towed away because she had parked it in a noparking zone. Her husband had to go down to the police station and pay the
fine so that she could get her car back.
Quiz.
Read the problems below. Write what you would do in each situation.
1. You have spent the last month, preparing a report on marketing research.
You have just learned that your boss has managed to sign new profitable
contracts.
2. Your boss gave you a highly confidential report to read over the weekend.
Now you can not find it and you think you may have left it on the train.
3. You have been sent to negotiate an important new contract for your firm.
During the negotiations your counterpart makes it clear that he expects a
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personal cash contribution (a bribe) from you if your company is to win the
contract.
4. In your CV you lied about your qualifications in order to get the job you
wanted. You have just been offered the job, but your new employer has
asked to see your certificates.
5. Two years ago your company signed an agreement to become the exclusive
importer of kitchen equipment from a Sweden supplier. You have just received confirmation that another company is selling the same products at a
lower price.
UNDERSTANDING THROUGH LISTENING
Designing a television commercial
A TV commercial generally consists of a short film sequence of between
30 and 60 seconds with an accompanying soundtrack which includes a mixture of live recordings (what people actually say in the commercial), a voiceover (the voice of someone who does not appear on screen) and music and
sound effects. Various techniques are used in commercials to convince the
viewer of the value of the product or service that is being advertised. One of
the most common of these is ‘dramatisation’ where a short story is developed
around the product or service. The original ideas behind a commercial of this
type are developed from a scenario, a written document that summarises the
action, the atmosphere, the characters and the scene where the sequences of
the commercial will be filmed. An artist then produces a storyboard, or series
of pictures, to show how the commercial will look.
Ex. 1. Listen to a description of the commercial.
Ex. 2. Listen again and make notes about:
the characters
the setting
the action
the different camera positions
the final slogan
Ex. 3. Choose a product or service to prepare a scenario for. White your ideas
and plan of a scenario and slogan for a TV commercial.
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Ex. 4. Prepare a complete written scenario for your product or service. Follow the model of the description of the advertisement in Listening.
Ex. 5. Look at these samples of ‘situation wanted’ ads. Imagine that you are
looking for work. Write an ad about yourself, stating your own abilities.
1.LADY, 25, out of work
for 2 weeks and already
bored with housework,
has good office experience, but will try anything within reason. Tel.
Hevingham 5131
Situations Wanted
2.SELF_MOTIVATED
Male (early 30s) seeks a
progressive
CHALLENGING
POSITION with in management field (several
years’ technical midmanagement experience).
Excellent references available. Reply Box B791,
Press Office, Norwitch.
3. ADAPTABLE
YOUNG LADY, 21, requires WORK, vast experience in all classes of
typing, etc., electric or
manual. Receptionist
work also considered.
Available immediately.
Tel. Attleborough 452139
EVALUATING THROUGH WRITING
SENDING PUBLICITY BY MAIL
Direct mail marketing involves sending publicity material to people directly by mail. It is highly successful for selling magazine subscriptions, insurance and financial services. The letter contain
· a very personalized first sentence designed to ensure that the reader continues reading;
· a persuasive and clear sales message, adapted to a specific market segment;
· direct and convincing language, intended to appeal to the chosen audience.
Task 1. The profiles below are based on the results of several hundred interviews, conducted in a shopping centre by a major insurance company. Following the survey, the company decided to concentrate its direct marketing sales
efforts on two specific products: a life insurance plan for young couples and a
pension plan for slightly older couples. Read the profiles and match the letter
extracts below to the profiles.
1 Profile for life insurance
Young married couples who have just had their first baby. They are aged
between 25 and 30 and have fairly good salaries but are very careful about
their spending. They have never considered insurance before and are put off
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by the complicated documents. They are suspicious of insurance sales people
and would not agree to spending hours going over figures with them. They
would respond if the insurance plan was inexpensive and looked easy to take
out.
2 Profile for private person
Couples aged between 35 and 45 who are just beginning to have some financial stability. They have never considered pensions until now because they
felt they couldn’t afford it and that they were too young to think about retirement. They are a little anxious as they realize that they have left it very late,
and would like to discuss their financial situation with ‘an expert’ who could
advise them on the best plan.
a) Our new policy is guaranteed to give you the best value for money currently available. There is no red rape, just simple application form which
takes two minutes to complete.
b) It’s not too late to join the club and dream about the future. Just pick up the
phone and make an appointment and you can start saving straightaway.
The sooner you start the more you have to look forward to!
c) Of course most parents recognize that it is important to provide insurance
cover for the family, but many of the schemes around are confusing and
too expensive.
d) Offered direct to you – no sales commission, no insurance broker to pay
and no pushy sales people in living room.
e) Act now and enjoy later is our policy and it’s possible without giving up
luxuries in the meantime. Our policy advisers will take all the time you
need to draw up a plan specifically adapted to your financial situation.
f) They have no worries about whether they will be able to afford holidays,
presents for their grandchildren and all those little extras that make life
easy and comfortable in later year.
g) Just return the attached enquiry card. There’s no postage to pay and we will
send full details to your home address so you can read at your leisure.
Task 2. Complete the two letters below, using the extracts a - g.
Dear Parent
The arrival of a new baby is such an important time, it is almost impossible to
think about the practical side of being a parent…. However, I know that you
will agree that nothing matters more than your baby’s future.
1c
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We feel that now is the right time to tell you about a plan which has been designed especially for young people like you interested? Read on.
2
So see it really is your type of plan.
3
4
Don’t miss this opportunity to provide financial protection for your family at a
low cost. I look forward to receiving your enquiry card.
Yours faithfully
Dear John and Mary
Have you ever wondered how lucky you really are?
Have you ever wondered what the future has in store? Our policy holder’s are
looking forward to the future planning how they will spend all the money they
have saved.
5
6
So relax, the situation is under control.
7
Looking forward to hearing from you very soon.
Sincerely
Task 3. Do the completed letters contain all the necessary elements of a good
direct mail marketing letter? Refer back to the description on the previous
page.
PROJECT
Task 1. You work for an insurance company which has decided to use direct
mail marketing to sell retirement pensions to young, single business graduate,
who have just started their first job.
A) Complete the target profile below. Add in other headings you may wish to
include.
Make a list of persuasive arguments to convince them that a little less cash
now means a more comfortable retirement (for example, one less outgoing to a
night club per week).
Age_______________________________
Salary_____________________________
Likes: nightclubs____________________
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Proportion of income which goes towards
Rent_______________________________
Clothes_____________________________
Food_______________________________
Entertainment________________________
Holidays____________________________
Savings_____________________________
B) Cut out two of your favorite advertisements from a magazine or newspaper
– you might like to cut out one ad you hate as well, perhaps!
Prepare a short presentation of each advertisement, covering these points:
Target customers
The USP (Unique Selling Proposition) of the product: its features and benefits
How the ad works in terms of the four stages of ‘AIDA’:
1. attract the Attention of potential customers
2. arouse Interest in the product
3. create s Desire for its benefits
4. encourage customers to take prompt Action
How the style would have to be changed for other markets
Task 2. With a partner (or in a group) collect information about trade in the
E U. Then present the data to the class. The questions below can help you to
understand how much do you know about EU.
1 Which country has the largest area?
2 Which country has the highest birth rate?
3 Which country has the highest population?
4 Which country is the most densely populated?
5 To which country does France export the most?
6 To which country does Sweden export the most?'
7 Which country exports the most:
a) crude oil?
b) cereals?
c) iron and steel?
d) citrus fruits?
8 Per inhabitant, which country consumes the most and the least:
a) cheese?
b) sugar?
c) wine?
d) cigarettes?
9 Which country uses the most nuclear power as a source of energy?
125
10
11
12
13
14
Which country has the most forested area?
Which country has the most magazines?
In which country do women play the most active role in the workforce?
Which country offers the longest paid holidays?
In which country are the headquarters of the European company with the
highest turnover?
Task 3 Write an essay on the topic of advantages and disadvantages of TV
commercials. An essay should consist of:
Introduction
Paragraph 1: state topic
Main body
Paragraph 2: arguments for
Paragraph 3: arguments against
Final paragraph: balanced opinion
Conclusion
Remember to use the appropriate linking words and phases: one major
advantage/disadvantage of, in the first place, secondly, thirdly; however, on
the other hand; for instance; in conclusion.
PROBLEM ISSUES
Revise the material of Units XIV – XVI from the textbook and be ready to
speak on the following issues. Make use of the new vocabulary you acquired.
Marketing
· Marketing mix or ‘The Four Ps’.
· The importance of market research.
· The necessity of direct mail marketing.
Advertising
· Types of advertising: product advertising, corporate advertising.
· The role of brand image, public relations, publicity.
· Different national styles and conventions in advertisements.
International Trade
· The exchange of goods and services between different countries is vitally
important.
· The reasons for export and import.
· The main functions of WTO (World Trade Organization) and EFTA
(European Free Trade Association).
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REFERENCIES
1. Глушенкова Е. В., Комарова Е. Н. Английский язык для студентов экономических специальностей. – М.: Астрель, 2004. –
2. Лазаренко А.М. Сосредоточьтесь на экономике = Focus on Economics: учеб.
пособие для студентов / А.М.Лазаренко. – Мн.: Лексис, 2003. – 208 с.
3. Мёрдок-Стерн, Серена. Общение на английском: телефон, факс, E-mail, деловая переписка: учеб. пособие / Серена Mёрдок-Стерн; пер. с фр.
И.И.Максименко. – М.: Астрель, 2006. – 142, [2] с.
4. Нижнева Н.П., Шпаковская В.В., Василевская В.Л. и др. “Тестовые задания
по грамматике английского языка”. Белорусский Государственный Университет, филологический факультет, кафедра английского языкознания.
Минск, 2004.
5. Слепович В.С. Деловой английский = Business communication: учеб. пособие / В.С.Слепович. – 4-е изд. – Мн.: ТетраСистемс, 2005. – 256 с.
6. CollegeGrad.com. Job Search Information. Writing Letters.
7. Emmerson, Paul. E-mail English. – Oxford: Macmillan Publishers Ltd, 2004. –
96 p.
8. Grant, David; McLarty, Robert. Business Basics: Student’s book. – Oxford: Oxford University Press, 2002. – 176 p.
9. Jobcentreplus.gov.uk. Job Hunting Help.
10. Job-interview.net. “How To Get The Job You Interview For – Without ‘Interview Jitters’, Embarrassing Yourself, Or Being Stumped By Trick Interview
Questions”.
11. Jones, Leo; Alexander, Richard. New International Business English. Cambridge: Cambridge University Press,
12. Karnevskaya E., Kurochkina Z., Misuno E. “On the Way to Success”. Minsk,
“Bestprint”, 1997.
13. Littlejohn, Andrew. Company to Company: A communicative approach to business correspondence in English: Student’s Boook. – 3-d edition. – Cambridge:
Cambridge University Press, 2001. – 126 p.
14. MacKenze, Ian. Professional English in Use. Finance. Cambridge: Cambridge
University Press, 2006. – 140 p.
15. Pilbeam, Adrian. Market Leader. – Longman, 2003. –
16. RIM Is Everybody’s Business. A Message from the Editors. // The Information
Management Journal. – September/October 2006. –
17. Vince, Michael. Advanced Language Practice. Oxford: Macmillan Publishers
Ltd, 2006. – 326 p.
18. Viney, Peter; Curtin, John. – “Survival English”. – Heinemann, 1994. –
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CONTENTS
ПРЕДИСЛОВИЕ..........................................................................................3
Learning Strategies........................................................................................5
MODULE 1...................................................................................................8
MODULE 2.................................................................................................33
MODULE 3.................................................................................................59
MODULE 4.................................................................................................80
MODULE 5...............................................................................................104
REFERENCIES.........................................................................................127
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Учебное издание
ENGLISH FOR OFFICE WORK
Student’s Resource and Activity Manual
АНГЛИЙСКИЙ ЯЗЫК ДЛЯ РАБОТЫ В ОФИСЕ
Практикум для самостоятельной работы студентов по специальности
«Документоведение»
А в т о р ы – с о с т а в и т е л и:
Воробьева Светлана Владимировна
Нечаева Майя Ивановна
Тесевич Ольга Борисовна
Туманова Людмила Николаевна
Красуцкая Наталья Александровна
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